TikTok has become the Official Creator Sponsor of the Aston Martin Cognizant Formula One Team (AMCF1). The TikTok brand will be featured prominently on the team’s AMR21 vehicle, which will be unveiled today at Silverstone for the British Grand Prix. Both TikTok’s in-house design team and the platform’s creative community are working to develop new and unique ways to connect with the AMCF1 narrative.
Whereas on the other side, TikTok has also planned to launch a series of hashtag challenge. The #CatchChallenge, for example, will put users’ responses to the test to see whether they have what it takes to compete with Aston Martin drivers Sebastian Vettel and Lance Stroll.
Harley Johnson, TikTok’s EMEA sports marketing lead, added, “We’re excited by the way [Aston Martin] has already developed its social channels, placing the fan at the centre of the experience, and we think the growth of its new TikTok channel will see further new opportunities as it deepens its relationship with not only TikTok, but talented and inspired creators; helping to drive new perceptions of the sport amongst both current and future audiences.”
According to Aston Martin, Formula One and sport-related material on TikTok has racked up well under 100 billion active monthly users on related hashtags, indicating the potential for the social media platform’s first Formula One partnership.
Rob Bloom, Aston Martin’s chief marketing officer, said, “We’re massively invested in developing and growing the contribution of the fans – and we know they’re becoming increasingly adept at building uniquely spun narratives around the teams and drivers they love. And, naturally, TikTok is the perfect home for this.”
Aston Martin will provide behind-the-scenes material from drivers and technicians to chefs as part of the #DayInTheLifeOf activity, while #DidYouKnow will enlighten and teach the TikTok audience about Formula One.
The collaboration will put a special priority on creator-driven material during this year’s British and US Grands Prix, which are significant markets for both companies.