Hype about Apple film: "F1" at Fitness+ and McDonald's
Apple has launched an unprecedented marketing campaign for its "F1" film starring Brad Pitt. There's even meat in Brazil.
McDonald's menu with "F1" advertising: Burger indirectly from Apple.
(Image: McDonald's Brasil)
Apple is generating a lot of buzz around its Apple TV+ film “F1”, which is to be shown in advance in cinemas: after in-app notifications that annoyed many US users, there are now further advertising offers around the Formula 1 film starring Brad Pitt. In the Brazilian market, they even include a product tie-in with the McDonald's burger chain, according to local media reports. At the same time, Apple itself has started to advertise “F1” in its Fitness+ application.
Formula 1 model cars with “Apple's” team
If you go into a McDonald's in Brazil, you can order a “McMenu F1” menu and pay just under 10 euros to receive two Formula 1 car models featuring the logo of the fictional team on “F1”. The 1:43 miniature is available in two versions and will be available exclusively at the burger joint. According to X-Postings, individual stores have also been decorated in the look of “F1”, including the “Méqui 1000” store in São Paulo. Racing simulators have also been set up in some stores.
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Compared to the McDonald's campaign, Apple's own approach looks almost harmless: Fitness+ there now features a “Time to Walk” episode with actors on “F1” as well as various special fitness sessions to match the movie. Fitness+ costs 80 euros a year and offers access to various courses.
A lot of money invested in “F1”
Apple has reportedly invested at least 300 million US dollars in “F1”. In it, Pitt plays an ageing Formula 1 driver who helps a young driver. Apple is initially releasing the film in cinemas and promoting it accordingly; it will later be part of the TV+ offering, as is already the case with various other productions from the company.
Warner Brothers Pictures is also involved alongside Apple. Apple had previously reduced the theatrical release of other major films, including “Wolfs”, also starring Brad Pitt. Apple is said to be “deeply in the red” for its streaming service, with at least one billion dollars being invested each year. Compared to Netflix, the offer is quite cheap at 10 euros, but includes almost no repertoire material, with almost only original material. This is precisely what is extremely costly for Apple.
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