Aston Martin Cognizant Formula One Team partners with TikTok
Aston Martin Cognizant Formula One Team (AMCF1) has entered into a content creation partnership with TikTok, which has become the organization’s official creative partner.
The TikTok logo will feature prominently on the team’s AMR21 car, which will be unveiled today at the British Grand Prix at Silverstone.
TikTok’s in-house creative team and the platform’s own creative community are working together to explore new and innovative ways to engage in the history of AMCF1.
This includes exclusive social content on the team’s TikTok account and the launch of new hashtag challenges, including the #CatchChallenge, testing user reaction times against F1 stars. Sebastian Vettel and Lance Stroll: #DayInTheLifeOf, sharing behind-the-scenes content from the F1 team, from drivers and engineers to chefs; and # Did you know to help educate and inform the TikTok community about sports.
The partnership will put more emphasis on this year’s British and US Grands Prix – key territories for both brands, and events where additional emphasis will be placed on creator-focused content.
“We are absolutely delighted to partner with TikTok – a world-class content platform where we can further disrupt and innovate socially,” said Rob Bloom, Marketing Director of Aston Martin Cognizant Formula One Team. “At Aston Martin Cognizant Formula One Team, we invest heavily in developing and growing the contribution of fans – and we know they are becoming increasingly adept at building unique narratives around the teams and drivers they love. And, of course, TikTok is the perfect home for that. “