LEGO® x Formula 1®

LEGO® x Formula 1®: Building the Thrill
Global Social-Led Activation | Role: Strategic Lead

With “Building the Thrill,” the LEGO Group took pole position on social by bringing the high-octane world of Formula 1® to TikTok, Instagram, and YouTube. This campaign translated race-day adrenaline into fast-moving, fan-driven content, designed to connect LEGO with a new generation of motorsport enthusiasts and families.

My Role:
As Strategic Lead, I crafted the social-first communication strategy and helped define the content playbook — ensuring LEGO Technic was not just present, but culturally relevant across the F1 calendar. I led cross-functional collaboration across global and local teams to drive consistency, while enabling regional markets to localize activations with agility and purpose.

Campaign Objective:
To reach and engage F1 fans across key social platforms — particularly TikTok and Instagram — by merging the thrill of racing with LEGO Technic’s spirit of play and engineering. The campaign aimed to build awareness and fandom throughout the race season, driving relevance among both adult motorsport fans and LEGO-loving families.

Key Deliverables:
Launch of “Build the Thrill” TikTok channel, LEGO’s first motorsport-focused social hub
Always-on content published during race weekends to tap into real-time fan conversation
Reactive storytelling formats tailored to TikTok’s and Instagram’s unique behaviors
Integrated YouTube series and cutdowns to expand reach and engagement
Social toolkits for local markets to activate through paid and organic content
Regional CRM and LEGO Play App content aligned with race moments

Key Highlights:
🏁 1 in 3 TikTok users are interested in F1 – we met them where they scroll
🏁 Race-weekend content designed to be reactive, entertaining, and relevant
🏁 Strategic mix of earned, shared, and paid media to amplify across the ecosystem
🏁 Local activations synced to the global F1 calendar, boosting cultural relevance

Results:
🏎 43M+ views across TikTok, Instagram, and YouTube
🏎 +17% above engagement rate benchmark
🏎 3M DKK in Earned Media Value
🏎 26.3% engagement lift on race weekends
🏎 Growth of motorsport-engaged LEGO audience across key digital channels
🏎 Enhanced brand affinity with F1-loving parents and Gen Z fans alike