Offbeat Drives Formula E Brand Awareness Through Virtual Influencer Partnership on TikTok

Case Study
September 20, 2021

The first ever all-electric motorsport enters the social space with another first, the first ever virtual influencer to drive one of their vehicles!

Offbeat Media Group remains at the forefront of digital media trends. That’s why when Formula E came to Offbeat with the task of increasing brand awareness and promoting the all electric motorsport world championship ABB FIA, we knew just who to partner them with: AI Robot Rapper FN Meka.

This was a first-of-its-kind campaign, FN Meka, a virtual influencer, driving in the official motorsport race. FN Meka is the most popular virtual influencer on TikTok, boasting over 10 million followers. So we knew he was the perfect fit for a partnership.

Here’s What We Did:

As part of the campaign planned by Offbeat Media Group, FN Meka challenged Formula E to let him participate in their Season 7 Finale E-Prix through storyline-driven TikTok content. In one of the campaign videos, FN Meka challenged the current Season 7 world champion, Nyck de Vries, to a race. For the second phase, Formula E invited FN Meka to show off his racing skills in an undisclosed, upcoming racing event.

A primary feature of the ABB FIA Formula E World Championship is the “fanboost” audience participation voting element that allows fans to give their favorite driver special boosts mid race. This element was highlighted by FN Meka in the content created for the partnership.

The Success:

The campaign was a success, with thousands of fans commenting positively on both videos, many commenting on the futuristic look of both the car and driver. The two unique TikTok videos amassed a reach of over 535k and over 69k likes in a week's time. This campaign also proved the validity of a virtual influencer on TikTok promoting a live event. 

If you are looking to stand out with a virtual influencer activation, contact us today. 

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