Aston Martin Aramco Cognizant Formula One® Team (AMF1 Team) is delighted to announce an expansion of its partnership with TikTok. As Official Fans of AMF1 Team, TikTok will power the I / AM A FAN campaign, shining the spotlight on the unique global community of F1® creators, fans and enthusiasts.
AMF1 Team and TikTok today announce an expansion of their strategic partnership, which will continue to enhance the fan experience on TikTok through new content, creator activations, and exclusive experiences for the TikTok community.
As part of the partnership expansion, the AMF1 Team and TikTok have launched I / AM A FAN, a new fan engagement campaign aimed at shining the spotlight on the unique global community of F1® creators, fans, and enthusiasts. During various events throughout the year, the campaign will engage fans through five main cornerstones – content, experiences, fan feedback, inclusion, and purpose – with the ultimate goal of bringing them closer to the sport than ever before.
The I / AM A FAN campaign officially kicked off in Miami in May. Hosted by TikTok creator @F1Toni, it saw Fernando Alonso, reserve driver Felipe Drugovich and Team Ambassador Pedro de la Rosa visit Wynwood Padel Club to meet fans and participate in the hugely popular racquet game. The campaign has since travelled to the Spanish Grand Prix and Canadian Grand Prix in June, engaging the hugely passionate and vocal fanbase with off-track events in downtown Barcelona and Montréal, paddock tours, local fan meetups, race watch parties, and more.
Next, the campaign is heading to Silverstone for the British Grand Prix, where the first ever tours of the all-new AMR Technology Campus will be open to fans, as well as a host of trackside experiences.
During the second half of 2023, AMF1 Team and TikTok will also partner together to take the campaign to other events around the world, including activations in Las Vegas, Austin, Mexico, Singapore, among others.
Since its rebirth, the AMF1 Team has driven a new era of fan engagement through the #IAM ethos, bringing fans closer to the sport through a spirit of co-creation. The team has the fastest growing social audience in F1® – trebling its community since January 2021 – with recent research revealing that over a third of F1® enthusiasts now select AMF1 as one of their favourite teams.
I / AM A FAN builds on the team’s ongoing partnership with TikTok, which began in 2021 with the aim of fusing the #IAM movement with the huge number of F1® creators and fans using the platform. Over the course of the partnership, the @AstonMartinF1 TikTok account has accumulated over 1.5 million followers and close to 30 million likes.
As the AMF1 Team's Official Creator Partner, the TikTok logo has also been featured prominently on the AMF1 car on the driver’s headrest and inner Halo. AMF1 Team and TikTok have also worked with over 30 TikTok creators to give them opportunities to co-create the F1® story, from inviting creators to come into the heart of F1® in the paddock, to creating campaign content in the studio, to hosting LIVE events.
Fan engagement has also become a central component for many of AMF1 Team's partners as they look to service a growing audience for the sport. Title partner Cognizant has embraced diversity and inclusion across every touchpoint of its purpose-driven partnership, hosting events in Miami, Austin and Singapore as they look to create a lasting legacy of STEM learning among young people, particularly women.
Brazilian bank and global partner XP recently kicked off a free, six-month roadshow that will tour key Brazilian cities and bring an immersive AMF1 Team experience to around one million fans.
For the second year running, Global beer partner, Peroni Nastro Azzurro 0.0% encourages fans to feel the passion inside the AMF1 Team garage with its immersive experience, IL PITSTOP, seen in Melbourne, Montréal, Abu Dhabi and a further five European city centres.
Announcing the extension of the partnership, Harley O'Dell, TikTok Sports Marketing Lead, EU, said:
"Since beginning our partnership in 2021, the AMF1 Team have leaned into TikTok and our 'Where All Fans Play' mantra, engaging the global creator community in innovative ways, bringing fans around the world closer to the team, and offering them experiences they can't find anywhere else. Through our expanded partnership, we're excited to continue working with AMF1 Team to enhance the F1® experience for our community, especially through the I / AM A FAN campaign, which will see us taking fan experiences and content creation to the next level."
Rob Bloom, Aston Martin Aramco Cognizant Formula One® Team Chief Marketing Officer, said:
"AMF1 Team has seen unprecedented fanbase growth over the last two years across every measure, from social media community to global fanbase. I / AM A FAN is the team’s way of loving fans back. We want it to be a movement that recognises and includes fans, rewarding them for their passion and loyalty. This is a shift in prioritisation from the team to the fans, changing the way sport delivers to those who love it the most.
"We’ve seen the impact of deeper fan engagement, particularly across the newer entertainment platforms such as TikTok, and we’ve also seen how the passion, enthusiasm and knowledge of the fans contributes to the exponential growth of F1® itself. This campaign is about bringing like-minded fans together; a platform to celebrate unity and champion inclusion and diversity, enhancing the F1® experience for everyone across the globe."
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