KaMIST
Welcome back to KaMIST, your weekly source for the most recent and innovative marketing trends! This Thursday, we’re diving into one of the most talked-about newly released films in the history of Indonesian cinema, F1: The Movie.
F1: The Movie didn’t just bring high-speed drama to theaters, it redefined how to market a blockbuster. With a blend of authenticity, brand partnerships, and tech-driven campaigns, it became Apple’s biggest theatrical hit and a case study in strategic marketing. From the start, the film leaned into authenticity. Apple secured access to real F1 teams, tracks, and events, featuring actual race footage with stars like Lewis Hamilton and Max Verstappen. This grounded the movie in the real F1 world, earning credibility from fans and drawing in newcomers.
The trailer campaign followed a smart, phased rollout. A teaser aired during the 2024 British Grand Prix, followed by a Super Bowl spot, a full trailer in March, and an iPhone-exclusive haptic trailer in June. Each release added hype and reached different audience segments, from racing fans to tech enthusiasts. Apple also leveraged its entire ecosystem. There were Apple Pay ticket discounts, Apple Wallet promos, and a big presence during WWDC 2025. Exclusive content on Apple TV+ blurred the lines between entertainment and product integration, making Apple users part of the movie experience. Brand integration was next-level. Over a dozen companies, including IWC, EA Sports, and Tommy Hilfiger, were incorporated into the fictional APXGP team. This generates over $40 million in sponsorships while maintaining a seamless and story-driven narrative.
Beyond the screen, the campaign expanded globally. McDonald’s released F1-themed Happy Meals. IWC launched APXGP watches. EA’s F1 2025 game featured the film’s team. A star-studded soundtrack dropped alongside. Everywhere fans looked—fashion, fast food, gaming—the movie was there. Social media exploded with fan edits, memes, and influencer content. Some user-generated posts outperformed official uploads, driving organic buzz across TikTok, Instagram, and YouTube.
The numbers spoke for themselves: over $300 million at the box office, with premium formats like IMAX and 4DX making up more than 20% of sales. It was not only a win for Apple but a massive success for every brand involved. In the end, F1: The Movie proved that the best marketing doesn’t feel like marketing—it feels like being part of something bigger. With storytelling at its core and culture on its side, the film didn’t just hit top speed. It became the race.
Stay tuned for more trend breakdowns, only on KaMIST every Thursday!