MKT revolution crossing the streets of Miami: the emotional debut of the remote-control Mini Car WhatsApp-Mercedes that Captivated F1

(By Ortega, Maurizio, and Maqueda) Crossing and partnership, playful branding of brands, and the phygital experience are now the most notable, complex, and impactful joint strategies of major brands. A clear example is the alliance between WhatsApp and Mercedes-AMG PETRONAS F1 focusing on celebrating WhatsApp's rapid growth in the United States, highlighting an increase in users and messages sent. To commemorate this milestone, a new custom racing car emoji was launched, available to over two billion WhatsApp users, coinciding with the Miami Grand Prix. Two mega brands thematically unite by creating interventions in public spaces, parades, Out of Home displays, remote-control car activations, conceptualizing and generating phygital content from both brands.

"No matter how tech-savvy you are, it's no longer effective for a project manager to try to win more B2B or B2C clients with technical videos or 'rational customer journey,'" as shared from the F1 pit box. That's why many tech brands and startups are physically activating in F1, or in soccer, e-games, or golf."




Video of the mini car at F1, here.

Crossing and phygitality in action (when the short video, made from an app, is no longer enough):

The Empire State Building lit up in WhatsApp green and a light show with the moving emoji projected, merging communication technology with the excitement of Formula 1.

Video summary here.

In addition to the emoji presentation, a Formula 1 car demonstration took place in Manhattan, where Lewis Hamilton drove alongside a life-size replica of the racing car emoji down Fifth Avenue.

This street exhibition in New York symbolizes the union between WhatsApp's high communication technology and the speed and excitement of Formula 1, showcasing the collaboration between both brands to deliver unique experiences to their followers and users.

Will Cathcart, WhatsApp's director, emphasized the significance of this event as a testament to the platform's growth and relevance in the United States. He highlighted that WhatsApp goes beyond being just a messaging app, becoming an essential tool for private and secure communications. The partnership with Mercedes-AMG PETRONAS F1 reinforces this idea by uniting passions, celebrating iconic moments, and connecting people worldwide through technology and the excitement of motor sports.

 

WhatsApp is once again at the forefront of innovation, lighting up the Empire State Building in green and releasing a new racing car emoji to celebrate its explosive growth in the United States. In collaboration with the Mercedes-AMG PETRONAS F1 team, this emotional event marked a milestone in merging communication technology with the thrill of Formula 1.

  • In a dazzling spectacle, star driver Lewis Hamilton and team principal Toto Wolff brought the Empire State Building to life with a WhatsApp green glow, symbolizing the union between Formula 1 speed and global connectivity. This event marked the launch of the new racing car emoji, now available to over two billion WhatsApp users, just in time for the Miami Grand Prix.

From the iconic New York building to the bustling streets of Miami, where street brand installations and activations with stands were set up – yes, with physical stands, not just something online – this initiative has captivated audiences worldwide.

  • While F1 exhibitions and a mini WhatsApp-Mercedes car performing stunts took place in NYC streets, the remote-controlled emoji car arrived at Miami airport, was filmed, and made its way to the Mercedes pits where everyone enjoyed its skills.

This was captured by thousands of social media photos, videos, and went viral, leveraging online platforms as content distributors rather than content generators, in a logically sequential manner.

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  • The collaboration with Mercedes-AMG PETRONAS F1 has allowed WhatsApp users to immerse themselves in the thrill of motorsport through the new racing car emoji and exclusive team stickers.

  • Hamilton's presence on the streets of Manhattan and the lighting of the Empire State Building have generated unprecedented excitement among Formula 1 fans, showcasing the power of technology to unite passions and celebrate iconic moments.

  • The alliance between WhatsApp and Mercedes-AMG PETRONAS F1 represents the synergy between privacy and technological innovation.

  • The racing car emoji is available to users under the search term "F1," adding a festive touch to their conversations.

 

Hamilton's showcase on Manhattan's Fifth Avenue marked a milestone in integrating high technology and speed in an urban environment.

From the lights of New York to the streets of Miami, this event has left an indelible mark on the history of Formula 1 and modern communication.

In a world where technology and emotion intertwine , the launch of the WhatsApp racing car emoji has captivated audiences worldwide, highlighting the importance of connectivity in the digital age.

 

 

Furthermore, it demonstrates, much like the action of Puma-HP-Ray-Ban with the blue Ferraris, or the hundreds of initiatives by VISA and Red Bull in streets, hotels, beaches, that there is a significant effort by brands to make the brand experience tangible and real, expanding marketing, branding, brand museology, product cross-overs, limited editions, and brand extensions with great attention to detail.

Marcelo Maurizio once said, "The business behind the business is the best business," which is always observed and analyzed, something Miami has learned like no other in the world. For example, the best business for a Beer Specialist Bar is its boutique, selling mini coolers, tableware, glassware, merchandise, collectibles, from its market and personalized products, private events, memorabilia, museums, themed spaces, courses, meetings, etc.

The brand that enhances its experience is the most profitable through emotions and the differential value it offers in products or services that amplify base, rational, direct, and primary consumption.

In a world where technology and emotions intersect, the launch of the WhatsApp racing car emoji has captivated global audiences, emphasizing the importance of connectivity in the digital era.

If you have any further questions or need more information, feel free to ask!

Miami también se queda con las Series Finales de Nascar en el 2026

(Por Maqueda y Maurizio) En 2026, Miami no será una ciudad: será un estadio global. Con el Mundial de Fútbol, Grand Prix de F1, Miami Open, Series NASCAR y más, el sur de Florida proyecta una inyección económica de USD $12.000 millones y audiencias multiculturales que redefinirán el sportainment. 

(5 Minutos de Lectura de alto valor estratégico) 

¿Por qué Miami es la capital de los rooftops 2025? ¿Cuáles son los top?

(Por Vera) Miami fue una de las primeras ciudades en América donde los rooftops se convirtieron en una tendencia popular, pero la idea no necesariamente se copió del modelo de Monte Carlo u otro lugar específico. La proliferación de rooftops en Miami fue parte de una tendencia global en la industria de la hospitalidad y el entretenimiento urbano, y una serie de condiciones hoy hacen que Miami sea la capital de los rooftops.

(5 minutos de lectura de alto valor)

Collabs estratégicas: ¿qué son y por qué son claves en toda empresa desde el 2024?

(Por Maurizio y Otero) ¿Cómo las alianzas innovadoras conquistan audiencias en Miami, LATAM y España. Por qué necesitas a un Head de Cultura para liderar este tipo de diferenciales y por qué hoy este tipo de estrategias, al igual que el crossing marketing, la integración de contenidos (product placement), la expansión de categorías y las experiencias phydigitales son el nuevo abc de toda marca.

(5 Minutos de Lectura de alto valor estratégico) 

El G20 2026 será en Miami: Trump elige su complejo turístico (si algo le faltaba a la ciudad para ser la nueva capital de Occidente, no solo de anglolatina, ya lo logró)

(Por Equipo de Geopolítica & Economía (Taylor-Molina-Maurizio)) La cumbre del G20 aterriza en Trump National Doral: Un enorme impulso económico. Donald Trump anunció que la cumbre de líderes del G20 2026 se celebrará en su complejo de lujo Trump National Doral (Miami), del 14 al 15 de diciembre. Todos los medios del mundo, (y las marcas e inversiones) necesitan más que nunca tener su base en Miami.

(Lectura de alto valor estratégico: 4 Minutos)

Asesinan a Charlie Kirk, aliado de Trump, en tiroteo durante evento en universidad de Utah: reacciones y claves del crimen

(Por Taylor-Molina) El gobernador Spencer Cox (Utah) califica el hecho como "asesinato político"; Trump ordena banderas a media asta y promete "justicia". La comunidad internacional está conmocionada. La paradoja es que tanto se dice que la derecha, los conservadores, los libertarios atacan a la prensa, hoy una vez más, todo pensador, esta vez un comentarista y miembro activo de los medios,  defensor de la familia,  del matrimonio, de las libres ideas, de la fé judeo cristiana, del respeto por la mujer,  por los niños, por la libertad, es asesinado.

(5 Minutos de lectura de alto valor estratégico) 

Empresas de Latam pierden US$ 287.000 Millones/Anual: error mortal, subestimar el marketing real (phydigital) en la era crossing (parte III)

(Por Maqueda, Maurizio y Otero) En 2025, mientras el mundo celebra la IA y el metaverso, LATAM comete un suicidio corporativo masivo: el 73% de sus empresas han eliminado stands, equipos de activación y presupuesto para OOH (publicidad exterior), creyendo que el “marketing digital” es la panacea (Datos: eMarketer). El resultado: marcas desangrándose en un océano de algoritmos, incapaces de conectar con humanos reales. Este artículo no es una crítica: es un plan de rescate. 

(Duración de lectura de valor: 5 minutos)