Aston Martin‘S formula One Team has a partnership with Tick tock, in a deal in which the video sharing platform will become the motorsport team’s official creator partner.
As part of the collaboration that took place on Great Britain Grand Prix This weekend, Aston Martin and TikTok will work together on various fan engagement initiatives and exclusive content creation.
In addition, the TikTok logo is displayed on the Aston Martin Formula 1 car, on the driver’s headrest and the inner halo.
Harley Johnson, Sports Marketing Lead, TikTok EMEA, stated, “This partnership continues to grow TikTok in the sports industry and is a fantastic opportunity for us to develop the platform and attract new audiences.
“We are thrilled with the way AMCF1 has already developed its social channels and puts the fan at the center of the experience, and we believe that the growth of its new TikTok channel will open up more new opportunities as it enhances their relationship not only immersed in TikTok, but talented and inspired creators; help foster new perceptions of sport among both current and future audiences. “
As part of the partnership, TikTok will launch a series of global hashtag challenges in which #CatchChallenge users test whether they have what it takes to be a Formula 1 driver.
In addition, the # DidYouKnow challenge will educate and inform the TikTok community about the sport and the racing series.
“We are very excited about the partnership with TikTok – a world-class content platform on which we can continue to break out socially and be innovative,” commented Rob Bloom, Aston Martin F1 Team Chief Marketing Officer.
“At the Aston Martin Cognizant Formula One Team, we invest heavily in developing and expanding the contribution of fans – and we know that they are becoming increasingly adept at creating uniquely woven stories about the teams and drivers they love. And of course TikTok is the perfect home for that. “
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