In 2024, Cash App partnered with Visa and the Red Bull Formula 1 team (VCARB) to launch its new Chameleon Cash App Card. This high-profile collaboration presented a unique opportunity to boost brand visibility by engaging with the premium, globally recognized Formula 1 audience.
Cash App aimed to connect with an affluent, tech-savvy demographic, aligning perfectly with Formula 1’s audience. The Miami Grand Prix, a major global event, provided an ideal platform for introducing the Chameleon Cash App Card to an international fanbase. The partnership with Formula 1 and Visa created an exciting narrative of exclusivity, with F1-related perks, access, and discounts offered to Cash App Card holders to drive brand loyalty and engagement. However, several challenges arose in the lead-up to the Grand Prix. A key hurdle was ensuring the connection between the VCARB team’s special livery and the new Cash App product within the limited timeframe of May 1–4, 2024. Additionally, with numerous brands vying for attention, standing out in the crowded event environment required creative, unconventional strategies. The campaign was further complicated by a directive to avoid traditional Out of Home (OOH) placements, necessitating the use of high-impact guerrilla marketing tactics to capture attention. The primary challenge was not just visibility, but ensuring fans understood the partnership and the product launch in a competitive, time-sensitive environment.