Lewis Hamilton's recent announcement of leaving the Mercedes Formula 1 team for Ferrari has set off significant interest not just in his future but also in how Mercedes will fill his vacant seat. The intense discussions surrounding this decision primarily took place over WhatsApp, resulting in the selection of young driver Andrea Kimi Antonelli. This process is documented in a Netflix film titled 'The Seat,' produced by WhatsApp to illustrate its impactful role in pivotal moments of its users' lives and to elevate brand storytelling beyond mere advertisements.
WhatsApp’s global head of marketing, Vivian Odior, says the company decided to create the doc in order to fully show how the app is often part of critical inflection points in its users' lives. 'When it comes to telling those stories, we believe in giving the space to properly unpack the role we play and share the full story of our user base,' says Odior.
This isn’t some ad-tiered piece of content. It’s a legitimate addition to the streamer’s F1 library. Many marketers will be shaking with jealousy or excitement, inspired to make their own move into entertainment.
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