F1 24 – Be One of the 20

Background

EA Codemasters enlisted Pinpoint to create an influencer strategy aimed at attracting new audiences to the exhilarating world of F1. The goal was to engage lapsed and non-endemic audiences, encouraging them to explore the dynamic and thrilling universe of F1 racing through relatable and entertaining content.

The project

execution

Pinpoint activated a diverse group of influencers across EFIGS (English, French, Italian, German, Spanish) and the US for a three-beat campaign designed to drive mass awareness authentically. The strategy focused on integrating elements of F1 into everyday activities, making the content engaging and relatable.

Key actions included:

Everyday Pitstop Challenges: Influencers created content around performing daily chores as quickly as an F1 pitstop team, highlighting the excitement and precision of F1 in a fun and relatable way.
F1 Quiz Challenges: Influencers engaged their audiences with challenging F1 trivia, sparking interest and educating new fans about the sport.
Celebratory Moments: Influencers celebrated small wins in style with champagne, mirroring the iconic F1 victory celebrations and creating a sense of achievement and joy.The campaign involved 25 content pieces, showcasing a variety of creative approaches to integrating F1 themes into everyday life.