Last Updated: 08/09/2026
WhatsApp NYC Takeover
2024
In celebration of an in-app product launch, WhatsApp partnered with the Mercedes-AMG Petronas F1 team to deliver a spectacle in New York City with Lewis Hamilton and Toto Wolff.
This activation unfolded in two parts over two days to bring fans closer to the action and invite them to use the bespoke WhatsApp x Mercedes-AMG Petronas F1 sticker pack and emoji.
1.7B+ Earned Media Impressions
285.5M+ Social Impressions
4.19M+ Earned Media Value
Team
Production Company Hornet
Director Laser Days
Producer Nico Benenati
Experiential, Projection, & Tech VTProDesign
Creative X (agency)
Production Vincent Wheeler, Monica Mai
Creatives Lucas Heck, Lauren Duane, Taylor Christmas, Aleksey Leybin
Inspired by an in-app emoji change, WhatsApp took over the Empire State Building with various window displays, photo-ops, and a 3 minute animated film projected onto the entire south-side of the building for one night. This is the 6th ever projection onto the building, and the first to feature original animation!
To really drive the partnership home, we shut down 5th ave for 10 minutes so Lewis Hamilton could drive a real F1 car down two blocks with a real-life, fully-operational version of WhatsApp’s W15 emoji car. He did donuts on 5th Ave!!!