Joseph Kosinski's 'F1: The Movie,' produced by Jerry Bruckheimer, offers an action-packed look into the world of Formula 1. The film stars Brad Pitt as Sonny Hayes, a former F1 driver making a comeback, and Damson Idris as his teammate at the fictional APXGP team.
What sets this production apart is its integration of various brands, woven into the narrative in a meaningful way. This 360-degree co-branding approach provides a credible and commercially smart activation of brands.
Mercedes-Benz supplied race cars and the safety car, and also developed a limited AMG GT63 APXGP Edition. Tommy Hilfiger designed the team clothing and a capsule collection. Expensify served as a top sponsor of the fictional F1 team. Heineken 0.0 is prominently featured in the film and has a global campaign with Brad Pitt. IWC Schaffhausen is releasing exclusive watches related to the film. Qatar Airways chartered a Boeing 777-300ER to fly F1 drivers and team principals to the world premiere.
The integration of these brands is a strategic tool for the brands themselves and a valuable part of the film's production and distribution model. The combined marketing efforts have increased visibility and hype around the film, increasing the chances of box office and streaming success. The success of 'F1: The Movie' demonstrates the power of integrated marketing strategies in today's entertainment industry.