VCARB Wash: F1 Miami Livery Reveal

F1 is more than just a motorsport. It's a race both on and off the track for glory. But in a world where fans make you truly iconic, it can be a lonely place for newcomers. And when the VCARB (Visa Cash App Red Bull) Formula 1 team was announced, the team still needed to turn heads and appeal to a new era of the sport.

Challenge:
Cash App partnered with NVE to create an experience for the launch of their new F1 team livery inspired by the Cash App Chameleon Card. Grab the attention of Miami and the F1 world and create something that speaks to this audience authentically and makes them want to share with their communities to ultimately to grow and establish the Cash App fan base of furiously creative contenders.
 
Solution:
We leaned into the flashy cars of Miami and replicated our very own VCARB WASH. As guests entered the car wash, they saw the team car concealed with graffiti paint. With the tap of the Cash App Chameleon Card, our very own pit crew worked fast and furious to wash and dry the car revealing the new colorful livery to media and fans. Guests were able to join in on the fun with our interactive graffiti wall, custom airbrush t-shirts and claw machine to take away fun car-related items.
 
Results:
* Invite Only Attendees – 343
* VCARB Car Graffiti Interactions – 50+
* Claw machine Users – 220
* Shirts/totes airbrushed – Sold out
* Premiums Distributed – 600
* Mural Interactions – 100
* Photo Moments – 8
* Permanent Bracelets – 150