FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX DRIVERS PARADE
CASE STUDY | FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX DRIVERS PARADE
Why: With the inaugural Miami Grand Prix the most hotly anticipated race to join the calendar for many years, promoters and NKrush client South Florida Motorsports, were eager to raise the bar and set new standards in all areas of the Grand Prix to elevate Miami above the other 22 races on the calendar.
How: Typically, Formula 1 only allow vintage cars, novelty cars and trucks to parade the Formula 1 drivers around the circuit pre-race. NKrush, in our brief to showcase the ‘New Miami’ managed to negotiate permissions from Formula 1 to bring South Beach to the circuit. We curated twenty of the world’s preeminent modern hyper cars and supercars - costing over $12 million - to create a unique and impressive spectacle and transport drivers around the track in ultimate style.
Result: The event created huge media coverage, was declared as one of the most impressive drivers parades ever staged and helped set a new standard for Miami in the tone and style that Formula 1 events are delivered. Lewis Hamilton helped to make the event a social media phenomenon through live streaming to his millions of Tik Tok followers, whilst playing music and singing.
Lewis Hamilton to 9 million TikTok followers:
“In 16 years here in the sport and doing Drivers Parade, nobody has ever played music. Brother had man’s jammin’ in the car, vibes is right.”
