Special marketing for APX-GP, the fictitious F1 team
The APX-GP team has made a name for itself with its marketing on social networks. The fake team, created for the F1 film, offers the same news coverage as the real Formula 1 teams. It's an initiative that motor sport fans seem to share.
It is now common knowledge that a Formula 1 movie is scheduled for June 2025. Filmed over the course of two years during actual Formula 1 race weekends, the movie tells the story of Sonny Hayes, a former Formula 1 driver who has returned to the team of his friend, a team that failed to score any points during the season. The main character, played by Brad Pitt, will be accompanied by his teammate Joshua Pearce as they try to bring the APX-GP team back up in the standings.
A movie that knows how to promote itself.
Beyond a significant budget and investment, the film’s direction has recently stood out for its brilliant marketing. While the scenes are already promised to be realistic as they were filmed directly with real Formula 1 drivers, the artistic direction went even further. The film now comes with a fake communication team. Particularly active on X (formerly Twitter), this team communicates as traditional teams would by sharing race results and information about the drivers.
Tough race today against the other drivers, including some who were particularly defensive and more aggressive today.
Our drivers still earned some points today.#F1 #Formula1 #APXGP #ApexGP #f1Movie #F1Film #APXGPF1 #Apex #HungarianGP #Hungary #Hungaroring pic.twitter.com/3BIxm5rV8Y
— Expensify APX-GP (@expensifyapxgp) July 21, 2024
A controversial initiative
This initiative, although innovative, has generated mixed opinions on social networks. While some fans seem drawn to the movie’s promotion, the majority of people do not fully support the idea. The fictional team Expensify APX-GP that recreates real events to create its content, sometimes involving controversial situations, is the reason for this. For example, to add a historical dimension to the team, the team simulated Nyck de Vries’ arrival at APX-GP after he was excluded from AlphaTauri in 2023. An event that did not sit well with the pilot’s fans since his sudden departure was quite poorly received. More recently, the team simulated its first podium after George Russell’s disqualification at Spa-Francorchamps.
Throwback when Nyck got P3 at 2023 Hungarian GP FP2 😲 https://t.co/9w2eEax4z2
— Expensify APX-GP (@expensifyapxgp) July 29, 2024
First trophy to come home!#BelgianGP #F1 #APXGP #ApexGP #F1Movie pic.twitter.com/qVBJXZdZt9
— Expensify APX-GP (@expensifyapxgp) July 29, 2024
For the moment, nobody knows if the information shared on social media will be the same as that shown in the movie. However, for those who wish, this communication campaign offers a simulated vision of what is happening within the team. The film, with its blend of reality and fiction, will still offer an extraordinary immersion as it travels through the paddocks since the beginning of the season.
