TikTok becomes a partner of Aston Martin
The logo of the Chinese social network will appear on the cars of Sebastian Vettel and Lance Stroll this weekend in Silverstone.
Aston Martin keeps building its future. After recruiting several executives from other teams and appointing a new operations director, the British team signed a new partnership with TikTok this Thursday.
This partnership will see the English brand working with the Chinese social network to explore new innovative ways to engage with the story of Aston Martin F1.
TikTok will create different hashtags to create links between the team and the fans. The #CatchChallenge will test users’ reactions to compare them to Aston Martin drivers, the #DayInTheLifeOf will reveal behind-the-scenes of the team, and finally #DidYouKnow will inform the social network community about the sport.
Aston Martin also specified that the focus will be on two specific events: the British Grand Prix (where the social network’s logo will appear on the cars) as well as the United States Grand Prix, which are two key territories for both brands.
Welcome to the team, @tiktok_uk! 🤝
TikTok is our first ever Official Creator Partner – and you’re the reason we’re teaming up.
This is content created for the fans, by the fans, and with the fans – and it starts right here at the #BritishGP.#WhereAllFansPlay #IAM
— Aston Martin Cognizant F1 Team (@AstonMartinF1) July 15, 2021
We are absolutely delighted to partner with TikTok, a world-class content platform where we can further innovate socially,” said Rob Bloom, Aston Martin’s marketing director.
At Aston Martin, we are investing heavily in developing and growing fan engagement – and we know that they are becoming increasingly adept at creating unique narratives around the teams and drivers they love and naturally, TikTok is the ideal tool for this.
In the heart of the brand’s ‘I/AM’ campaign lies a creative spirit inviting fans to bring their thing to build together this exciting new era. Similarly, TikTok is built on the foundations of its creators.
« Furthermore, there is a feeling that creator-focused content in sports is still relatively untapped, by working together we can truly galvanize the team’s passionate and inventive fan community to create a historic legacy of social content on the platform, he concluded.
The partnership between the social network and Aston Martin started yesterday, with a live session where Sebastian Vettel answered the questions that fans asked him.
