The objective of Disney x F1 at The Las Vegas Grand Prix was to drive awareness and excitement for this unexpected partnership to energize fans and attract new audiences worldwide. Through bespoke digital creative and live coverage giving fans a front row seat at the Las Vegas Grand Prix with Mickey & Friends, the goal was to show how excited fans are about this fusion of two iconic brands known for curating exceptional experiences.
To achieve this objective, the strategy involved leaning into tentpole moments that really connect the Disney brand to the culture and zeitgeist of F1, elevating what it is to be a Disney fan. Mickey and Minnie’s social handles hosted custom animation, comics, illustrations, wallpapers and GIPHY stickers that position the Pals as fans of F1 and the F1 experience, with @Disney handles posting relevant pieces natively on TikTok and amplifying on Instagram. The Disney Instagram handle also supported live coverage of Disney x F1 experiential stunts at The Sphere and The Bellagio Fountain, along with talent moments at the race featuring Sam Worthington and The Disneyland Band.
Social conversation for Mickey Mouse peaked during the Las Vegas Grand Prix with 3.7K mentions and sentiment was strongly positive (73%+), as fans reacted to an astounding display of Disney weekend activations. We released 15 in feed assets and upwards of 70 Instagram Stories posted across handles which resulted in 65M views and 3.6M engagements. Donald F1 Pep Talk: Las Vegas, was a top performing post by content views on Disney TikTok and Mickey Mouse Instagram, resulting in 2.21M views on TikTok, and 1.58M views on Instagram. Our Disney x F1 Las Vegas Grand Prix Recap Sizzle, a collaboration between @Disney, @Mickey, @F1 and @F1LasVegas was another top performing post by content views with 3.23M Views on Instagram.
