Submitted by NewGen

Cash App Las Vegas Grand Prix

NewGen brought TikTok and F1 endemic creators to Cash App's Las Vegas Grand Prix takeover around a glitter VCARB livery, work the agency reports drove 10M+ Total Impressions.

10M+total impressions
7%view-through rate

Case in 60 seconds

Cash App took over race week in Las Vegas, a week in which a payments brand arriving through Formula One sponsorship competes for attention with every other brand buying presence in the same city at the same time.

The campaign appears to turn on the livery itself being the content, because a glitter finish on the VCARB car reads as a visual departure from motorsport convention that creators and fans can film and share without the brand having to explain the sponsorship.

Rather than treating the Formula One sponsorship as signage, NewGen built the work around a single owned moment, the glitter livery reveal, and let creator content, a reveal film and a physical launch carry it outward.

NewGen brought viral TikTok and F1 endemic creators to Las Vegas to capture content with Liam and Yuki, alongside a bespoke livery reveal film featuring Entourage cast and a launch moment at Top Golf on the Vegas Strip, while capturing organic social content for Cash App's channels in trending formats.

NewGen reports 10M+ Total Impressions and a 7% View-Through Rate, and states that the campaign centred on a key moment and positioned Cash App at the forefront, creating a lasting mark with its users.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Las Vegas race week concentrates entertainment, sport and brand activity into a few days, so a sponsor without a distinguishing asset risks being absorbed into the noise rather than remembered from it.
Based on the available evidence, a payments brand has no inherent claim on motorsport, so Cash App needed the sponsorship to produce something visual and shareable rather than a logo position that reads as bought.
Cash App acted as the origin of the spectacle rather than a name on the car, supplying the glitter livery, the reveal film and the Top Golf launch that the creator activity was built around.
The page does not state audience behaviour directly, though the choice of trending formats and TikTok creators suggests the work assumed race-week interest would be consumed through short-form social rather than broadcast coverage.

Creative & Execution System

Assets & channels

  • TikTok
  • creator content
  • livery reveal film
  • organic social content

Partners

  • NewGen (lead_agency)

Creator role

  • viral TikTok and F1 endemic creators

Results & Evidence

MetricValueResult type
total impressions10M+impressions
view-through rate7%performance

The Work

TikTok@visacashapprb/video/7439438337938574624

Why NewGen's strategy worked

  1. 1

    A sponsorship asset that is altered visually gives creators something to shoot, because a glitter livery is a subject in its own right while standard branding on a car only provides a backdrop.

  2. 2

    Mixing viral TikTok creators with F1 endemic creators reads as a deliberate split between reach and credibility, because the first group carries the moment beyond motorsport while the second gives it standing with an audience that follows the sport closely.

  3. 3

    Anchoring creator content to the drivers themselves, Liam and Yuki, ties the brand to access that cannot be replicated by other sponsors, which is what separates a takeover from paid presence during the same week.

Related Case studies