Racing Icons, Athletes & Leading Creators Join Forces to Promote the New F1 Movie
F1 is one of the most hyped cinema releases of the year — and we helped turn anticipation into cultural momentum.
In close collaboration with Warner Bros., Mative developed and executed a bold, culture-first campaign designed to position F1 as one of the most talked-about theatrical releases of the year. By strategically connecting motorsport, entertainment and creator culture, the film was brought directly into the heart of its audience — ahead of release and at full speed.
The campaign launched with an exclusive pre-release screening on June 20th in Cologne, where selected creators and invited guests experienced the movie before its official cinema release. Mative curated and invited key talents such as Matthias Malmedie, Daniel Abt and Nahim Sky, sparking authentic excitement and organic buzz across social platforms.
To deepen cultural relevance, a private screening for Mario Götze and his entourage was created, offering a premium and intimate viewing experience. Mario shared his impressions organically with his community, joined by the full Delay Sports team, led by creator Sidney Eweka — extending the reach far beyond the cinema audience.
The campaign highlight was the integration of F1 into the Streamer World Cup 2025, organized by Eligella and Gamerbrother at Xperion Hamburg. By embedding the film into a high-energy live event with massive reach and real-time engagement, F1 became part of the cultural moment — not just a movie promotion, but a shared experience.
The result: strong awareness, cultural relevance and outstanding reach, positioning F1 as a true cinematic event of the year.
At Mative, we curated and connected the right creators and talents to drive cultural relevance and reach.
3.08M+
IMPRESSIONS
70k
VIEWER TWITCH
5
TALENTS
CHALLENGE
Driving Awareness Beyond Motorsport Fans
Warner Bros. faced the challenge of creating maximum awareness and demand for F1, one of the studio’s most important and high-profile releases of the year. The objective was clear: fill cinema seats at scale.
Beyond reaching the core motorsport audience, the campaign needed to break out of the niche and attract entirely new target groups — from mainstream entertainment and sports fans to creator-driven communities. To achieve this, Warner Bros. required bold, culturally relevant strategies capable of cutting through the noise, generating buzz and turning anticipation into ticket sales.
A key element of the campaign was an exclusive screening event in Cologne featuring DJ Topic, where the task was to invite the right mix of high-impact talents to amplify reach and relevance. Leveraging Mative’s unique network beyond traditional influencers — including athletes such as F1 drivers, football players, and high-profile celebrities — Warner Bros. entrusted us with curating a guest list that reflected the film’s global, cross-cultural appeal.
The challenge was not just to promote a movie, but to position F1 as a mass-appeal cinematic event, resonating far beyond motorsport and into mainstream culture.
@nahimsky Habt ihr ihn schon gesehen? 😍 F1 - Der Film ist ab jetzt in den Kinos!
♬ Originalton - nahimsky
STRATEGY
A Creator-First Strategy Built for Scale and Performance
At Mative, we built on our long-standing and trusted partnership with Warner Bros. to design a culture-first strategy that would take F1 far beyond the core motorsport audience and establish it as a true mass-appeal cinema event.
Leveraging our extensive talent network across creators, athletes, motorsport personalities and celebrities, we focused on activating the film through credible voices and culturally relevant moments. Thanks to our experience, strong relationships and fair, transparent pricing, we were able to deliver high-impact placements that were both efficient and highly effective.
A key pillar of the strategy was early access and premium experiences. We curated an exclusive pre-release screening in Cologne, where we invited high-profile talents such as Matthias Malmedie, Daniel Abt and Nahim Sky, generating authentic excitement and organic buzz across social media ahead of the official release.
To further broaden reach and credibility beyond motorsport, we created a private screening experience for Mario Götze and his entourage. The intimate setting allowed for a genuine connection with the film, which was then shared organically with his community. The screening also included the full Delay Sports team, led by Sidney Eweka, expanding the film’s presence into football and creator-driven audiences.
The strategic centerpiece was the integration of F1 into the Streamer World Cup 2025, organized by Eligella and Gamerbrother at Xperion Hamburg. By embedding the movie into a high-energy live streaming event with massive real-time reach, we connected F1 with gaming, streaming and Gen-Z audiences — transforming promotion into a shared cultural moment.
By combining exclusive screenings, trusted personalities, live-event integrations and cross-cultural talent, we at Mative created a holistic strategy that maximized awareness, relevance and buzz — successfully positioning F1 as one of the most talked-about cinematic releases of the year.
RESULTS
From Reach to Results: Over 100 Million Impressions and 80,000+ Downloads in Just Three Months
The campaign delivered outstanding performance across all touchpoints, exceeding expectations and confirming the strong cultural relevance of the F1 movie activation. Across live streaming, social media and talent-led content, the campaign generated significant reach, high engagement and sustained buzz.
The Streamer World Cup 2025 integration proved to be a major performance driver, achieving:
1.8M overall views
589.1K unique viewers
138.7K peak viewers
68.0K average viewers
7.6K unique chatters
5h 01m total live duration
Creator and talent content performed exceptionally well across platforms:
Matthias Malmedie delivered 203K reel views and 7.8K likes
Mario Götze generated 500K impressions through organic sharing
Nahim Sky achieved 500K views, 20K likes and 5K shares & saves
Sidney Eweka (Delay Sports) reached 80K views, extending the campaign strongly into football and creator communities
Overall, all talents performed exceptionally well, driving strong engagement rates and authentic reach across diverse audiences. The combination of live-event integration, high-profile athletes and top creators resulted in massive awareness, high cultural relevance and measurable impact, firmly positioning F1 as one of the most successful cinema releases of the year.
3.08M+
IMPRESSIONS
ø70k
VIEWER TWITCH
5
TALENTS
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From Reach to Results: Over 100 Million Impressions and 80,000+ Downloads in Just Three Months
To maximize reach and lead generation for the campaign, we launched the partnership announcement where the attention was already guaranteed: Twitch. In November, Eligella ranked among the most far-reaching creators globally on the platform, making Twitch the ideal starting point for the collaboration. The announcement was embedded into a live stream and strategically paired with a giveaway mechanic. Eligella introduced the Azar app live on stream and gave away two tickets to the Icon League final, driving high engagement while generating a large number of qualified leads and first-time app interactions.
Beyond the final tickets, we also raffled off Icon League match tickets throughout the campaign. This additional incentive created a stronger and more sustained anchor for lead generation, keeping the giveaway mechanic relevant beyond a single highlight moment and motivating continuous participation and sign-ups.
At the core of the campaign were the main assets. We produced three distinct cinematic films, each centered around a different encounter and designed to resonate with three key target groups: football, gaming, and entertainment. All three films were treated as main assets rather than secondary cutdowns, allowing us to address each audience with a tailored narrative. From these hero assets, we created optimized edit versions in 6, 15, and 30 seconds, perfectly aligned with the respective media rollouts and platform requirements.
To maximize impact, the campaign was supported by a strong media budget, enabling the ads to be rolled out cross-medially with high frequency across all relevant platforms. This ensured consistent visibility, rapid message recall, and sustained performance throughout the entire campaign period.
To further support performance and scalability, we developed a series of 6-second bumper ads with strong and clear call-to-actions, specifically designed to drive leads and app installs. In addition, we produced behind-the-scenes content from the shoot as well as multiple clips extracted directly from the Twitch stream. The goal was to build a broad pool of high-quality assets that could be leveraged efficiently across paid media — ensuring continuous creative refresh and sustained performance.
While the main assets stood out through humor and authenticity, their primary objective was clear: to drive as many users as possible onto the platform. By combining strong storytelling, creator credibility, and a diversified asset strategy, we ensured both cultural relevance and measurable impact across all channels.