- Mercedes-AMG PETRONAS F1 Team

2BN
in potential editorial reach achieved across the week following the activation
$20M+
in AVE generated through media coverage of the campaign, with 40% of the value coming from the USA
#1
Mercedes Emoji Car launch was the most successful takeover for the Empire State Building
4x
The activation exceeded WhatsApp's KPIs around paid media and influencer coverage

The Concept

To launch the new Mercedes-AMG Petronas F1 Team Emoji Car in WhatsApp, the Team and WhatsApp took over the Empire State Building for a weeklong activation, targeting the US market. A custom race car emoji was released to over two billion users just in time for the Miami Grand Prix, aligning with the first American F1 race of the 2024 season and Mark Zuckerberg's announcement of WhatsApp's US growth. The two-day event featured appearances by Lewis Hamilton and Toto Wolff, media moments, social content, and a demo run down 5th Avenue, followed by interviews and Empire State Building visuals.

Activation Overview

Monday 29th April

Empire State Building Lighting Ceremony: Toto and Lewis pre-recorded the lighting of the top floors, flipping the switch in a moment captured by press and content creators.

Media and Interviews: Post-ceremony, media interviews and sound bites were filmed inside the Empire State Building and at the Watch Party.

VIP Watch Party: Toto and Lewis attended the VIP Watch Party, meeting guests, posing for photos, and enjoying the dynamic light show and 3D projection on the south side of the Empire State Building.

Tuesday 30th April

Exhibit Walk-Through: On the following day Toto and Lewis toured the Team and WhatsApp exhibits, capturing iconic moments of the Empire State Building for social content.

Demo Run on 5th Avenue: Lewis drove the W12 up and down 5th Avenue, concluding with a parade featuring the Physical Emoji Car - an exact go-kart replica of the new WhatsApp emoji launched that day.

Objectives

Grow awareness and product preference of WhatsApp within North America and launch the new Race Car Emoji to increase awareness of the WhatsApp x Mercedes-AMG PETRONAS F1 Team Partnership.
Create one of the most iconic activations and spectacles the Empire State Building has ever seen to maximise capturing a more general audience that reaches beyond Formula One Fans.

PR Highlights

Earned Media

WhatsApp’s PR agency Lede garnered U.S. and international media attention highlighting the brand’s growth, release of the new race car emoji, and NYC-takeover activations, solidifying WhatsApp’s awareness in mass culture. Highlights included placements on CBS Mornings, GQ, WWD, Reuters, Complex and more.

Viewing Party

A viewing party of the Empire State Building dynamic light show hosted 250+ guests including VIPs, influencers, industry professionals and press. Guests got a once in a lifetime view of the ESB show while immersed in the world of WhatsApp and its latest features. Key press and tastemakers were invited to the surprise Fifth Avenue activation the following day.

VIP & Influencer

A range of VIPs and influencers were invited to secure on-message and wide-reaching social coverage. These VIPs and influencers shared their experiences at the NYC events, their authentic love of WhatsApp, and encouraged users around the world to try the new race car emoji for themselves.

Fan Feedback

"It was a very novel way of doing partner content. It was not something I expected."

Watch the Activation Here

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