Sting integrates F1 engine sound across digital touchpoints to drive fan interaction
Sting Energy has launched the latest phase of its ongoing 'Sound of Sting' campaign, integrating sonic branding into a larger cultural moment driven by rising Formula 1® interest in India. The campaign uses a high-frequency audio cue, derived from an actual F1 engine sound, as a recurring motif across digital platforms.
Timed around heightened F1 activity, the campaign aims to build recall and engagement through audio-first placements across platforms including influencer content, digital ads, and cinema spots. A promotional element invites users to identify the signature sound across media and tag the brand for a chance to win tickets to an F1 Grand Prix.
Unlike traditional campaigns led by visual identity, this phase prioritises sound as the entry point. The audio element is embedded across multiple touchpoints with the intention of driving user discovery and interaction.
Sting has activated digital creators to embed the sonic cue in their content, encouraging audience participation through organic distribution. User reactions and remixes have formed part of the campaign’s secondary reach.
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