Sting × Alan Walker × F1 Launch
Sting (PepsiCo) set out to launch the first-ever F1-inspired anthem with Alan Walker in India building mass-scale word-of-mouth in a cluttered launch window. The real challenge was to orchestrate 150+ creators across tiers and genres while shifting Sting from a “cheap energy drink” reflex to a culturally credible brand, without the content becoming noise.
“How One Anthem Sparked 800+ Reels”
Voxxy built a dance-first, feature-to-format ecosystem mapping creator strengths (dance, music, F1-fandom, art) to the Alan Walker × F1 anthem so every piece felt native yet purposeful. Branding stayed early but light, positioning Sting as the brand of the culture, not a product push. A phased launch ramp with daily optimisation and mid-flight format pivots turned the anthem into an owned sound.
Built An Owned Sound
Turned the anthem into an owned sound through dance, music, and culture trends.
Creators Turned the Anthem Into Culture
Matched creators across dance, music, F1 and art to the sound. Creator brought the anthem to life in their own format.
Built Momentum
Optimised daily, pivoting formats mid-flight to maximise reach, engagement, and momentum throughout launch.
The Impact
Voxxy delivered 37.3M+ estimated reach against a 32.6M target (115%), off 53.3M+ views across 160 posts from 150+ creators. Engagement ran 860K+ at ~3× the sponsored norm with 95% positive sentiment. The audience made ~800 reels on the anthem sound ~4× the roster turning paid media into earned culture, with the track hitting Instagram Trending. A clutter-breaking launch that owned the culture.
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