Amazon Music: BWT Alpine F1 Partnership
Winning the sponsorship race by turning music artists into F1 fanatics
Entertainment Amazon Music United KingdomTHE BRIEF
Amazon Music’s mission is to bring fans closer to the music they love. But cutting through the noise in the entertainment category requires more than your standard talent partnership toolkit. So to build awareness, we skipped to a whole new track. We formed a first-of-its-kind collaboration between an audio streaming service and Formula One team.
Our strategy: intersect two of the loudest categories – sports and music – to create a fandom experience louder than the sum of its parts.
OUR Approach
We started with talent that we handpicked from the same locations as the major 2024 Grand Prix races, leveraging our access to popular, market-leading artists to pluck musicians out of the comfort of the green room and throw them into the high-stakes, high-octane world of the BWT Alpine F1 team.
Next was flipping the script – where stars, decked out in merch, are mere onlookers within the paddock. We brokered unlimited access to Alpine’s elite team (from drivers Pierre Gasly and Esteban Ocon to the TikTok-famous pitcrew), to make them an intrinsic part of the content. Our artists would need to strap in…
eXECUTION
Country singer Lainey Wilson swapped a guitar for two-second pitstop practice in Austin, Nav turned his pen from writing bars to designing a custom race helmet for Piere Gasly in Montreal, and British MC Headie One offered words of wisdom in his new role as Alpine’s tyre consultant at Silverstone. Dancehall popstar Shenseea even brought her son to test his mettle in a (remote control) race against the drivers. The sheer novelty translated into legitimate energy from the stars. No scripts. Just thrills. We captured the transformations from outsiders to F1 fanatics, creating unique experiences no fans had seen before. Music and sports fans were showing up together.
THE RESULTS
From 111 posts across Amazon Music, Alpine, artist and driver channels during four race weekends, we generated 94.5 million impressions, 1.5 million engagements, while delivering a more than double return on investment. But more importantly, our genuine approach didn’t just cut through the noise, but reverberated loudly: Amazon Music finished the 2024 F1 season on the podium as the third-most recalled brand of Alpine’s 21 partners.
By intersecting music with the power of sporting fandom, we reached new audiences in novel spaces, built brand awareness at 200mph, and even outpaced some of the sport’s biggest sponsors.
RESULTS
1.5 million engagements
94.5 million impressions
