F1 has seen a huge rise in Gen Z and Millennial fans, thanks
largely to the Netflix show ‘Drive to Survive’
Hilton’s partnership with the McLaren F1 Team provided a
great chance to entertain and connect with the next generation of hotel guests.
We’ve been busy creative directing this account - engaging
fans on social and with experiences.
So far we’ve:
• Prompted 1000s of fan edits, gifs and memes on TikTok,
Meta and X.
• Increased Hilton’s YouTube following by 26% from just one
project.
• Generated 600M+ impressions.
Here’s a selection of the work...
RACE READY YOGA
Ahead of the Miami GP we teased a bespoke 18-minute ‘Race
Ready Yoga’ class featuring driver Lando Norris, combining Gen Z and Millennial
passions for wellness and F1. Using the ‘YouTube
Premiere’ feature to launch the class just days before the race.
Lando went on to win his first ever Grand Prix, which many fans
attributed to Hilton’s yoga class.
Teasers
60” Trailer
18 minute class - launched with a ‘YouTube Premiere’
STAY LIKE A WINNER
With McLaren on the cusp on winning the Constructors’
Championship (for the first time in 26 years) we had a small window to create content
with their drivers.
Fans loved it and created countless versions using the sound
on TikTok and Meta. F1 used the sound on TikTok too, as it took off in popular culture.
SLEEP SOUNDS
F1 is the nosiest sport in the world, with engines sounds reaching up to 145 decibels. This noise and excitement spikes adrenalin for racing fans - and adrenalin is the enemy of sleep.
As experts in high-performance sleep, Hilton wanted to leverage their partnership with F1 star Lando Norris to offer fans a special audio experience…
Calm your racing mind with Lando. Instead of keeping you awake, Lando helps fans to fall ‘Fast Asleep’.
Hilton invited Lando to stay and create over an hour of soothing sleep sounds - using only audio and items found within their hotel. Reducing adrenalin, lowering the body’s sympathetic response and reducing stress.
A playful idea with real-world benefits, offering racing fans the quiet tranquillity of a stay with Hilton, wherever they are.
Racing fans loved the sleep sounds, using and sharing the content across social platforms.
1 hour of sleep sounds
BTS Edit
UNMISSABLE MESSAGES
As the team focus on the race, they don’t get a whole lot of time to scroll through social media and see all the support from their fans. With the McLaren F1 Team staying at Hilton once again, we filled the whole hotel (and even the sky) with messages of suport from the fans to make them unmissable.
HELMET LAUNCH
An experience with teasers to launch Lando’s new helmet for
the Singapore GP – giving fans the first chance to see it via Hilton.
SUITE RIDES
The most boring part of your stay is often the hotel transfer
from the airport.
With the help of Lando and Aarav, we tested out the most epic airport transfer for fans (using the Hilton Honors loyalty scheme) attending the Monaco GP.
NEW WAYS TO STAY
During the F1 off season, fans still crave content featuring
the drivers they love.
This gave Hilton an opportunity with Lando to relaunch his Vlogs
and show off some of the new hotels the brand has acquired.
