Miami Grand Prix 2022 title sponsor Crypto.com leveraged its rights around the US Formula One (F1) race through an integrated activation programme spearheaded by an art-led, real-time NFT initiative and a Snapchat-linked Augmented Reality (AR) tech project which transported fans from all around the world to the Miami Grand Prix circuit.
Leveraging the power of Snap’s AR offering, fans were able to experience the first-hand thrill of driving an F1 car through the virtual streets of Miami.
Vroom-Vroom #Cryptocom @cryptocom @cryptocomnft @cryptocomarena @F1 pic.twitter.com/MlzX1ereRO
— QUAZR (@quazrmusic) May 8, 2022
There was also a Crypto.com #MiamiGP AR filter on Instagram and for fans attending the race, Kinetica.
These activation strand were supported by a set of on-site and social content leveraging the crypto brand’s rights including a ticket giveaway based around consumer-created race photographs as well as an NFT strand linked to on-site branded art space in which work is created in real-time according to live race data.
Crypto.com offered fans a commemorative Miami race-day NFT via Crypto.com/Miami in a list-building initiative which incentivised them to sign up to Crypto.com NFT: those who signed up were also offered a chance to win a limited-edition NFT of one of the 52 laps from the race.
Watching Crypto․com Miami GP at home? You could win a pair of Paddock Club™️ tickets to F1 Aramco United States Grand Prix 2022 in Austin, Texas:
Snap a photo of the screen when Crypto․com appears
#️⃣ Share the photo, #CROFam #MiamiGP & follow us to enter! pic.twitter.com/QXlE34Bgdt— Crypto.com (@cryptocom) May 8, 2022
Kinetica, the world's first NFT gallery powered by the energy unleashed during the race
We’re minting the race so you can own a Lap, sign up before midnight https://t.co/YCJlFnDvdf pic.twitter.com/fpKJjaXhYp
— Crypto.com (@cryptocom) May 8, 2022
“The Crypto.com Miami Grand Prix is an incredible moment, and we are thrilled to partner with Snap to bring the excitement to even more fans away from the racetrack,” commented Crypto.com Chief Marketing Officer Steven Kalifowitz. “Bringing fans closer to the action and directly engaging a global base will make this weekend even more historic.”
“A bold industry challenger, Crypto.com is a progressive advertiser who understands the power of AR in driving brand love and engagement,” explained Snap’s APAC Head of Creative Strategy Gareth Leeding. “AR experiences allow the highly engaged Snapchat community to express themselves with the camera, connect with their friends and create shareable moments. The community comes to the platform for positive experiences, and we know that they are looking for brands to connect with them using AR. By putting F1 fans in the driving seat, this AR Lens allows our global community to experience the thrill of driving their own F1 car – transporting them to Miami, from wherever they are in the world.”
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The race weekend, which built on booming F1 interest spearheaded by rising North American interest partly driven by the smash hit Netflix Drive To Survive series, brought plenty of global exposure to title sponsor Crypto.com.
“It became very clear that this wasn’t going to be just another race,” added Crypto.com CMO Kalifowitz. “This was going to be a global event that might only be rivaled by the FIFA World Cup in terms of international attention.”
The race came as the crypto exchange announced that its own user base had risen from 10 million at the end of Q1 2021 to a 50 million by the end of Q1 2022.
2022 has seen crypto currencies and exchanges ramp up marketing activity around a number of sporting disciplines and Crypto.com has been one of the most active and its other recent sport-linked work has included a Snapchat peak into ‘LeBron James’ Childhood Bedroom’.
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