Aston Martin, the iconic luxury British sports car manufacturer, has selected TikTok as its official creator partner for its Aston Martin Aramco Cognizant F1 car launch, The Drum has learned.

The 109-year-old British car manufacturer from now on will support its F1 brand via TikTok as it will be the primary tool for its creator-led strategy.

Although no details about the marketing initiative were revealed, Rob Bloom, Aston Martin F1 Team CMO, believes that creators of digital content can do a "better job at telling our story than we can." He added:

We are trying to create a platform that creates community around the fans and the stakeholders to make them part of the story.

In February, Aston Martin Aramco Cognizant F1 entered into a collaboration with a crypto company called Crypto.com for a unique drop of non-fungible tokens (NFTs).

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Each token represented a digital render of individual components from 2022's race car model. In 2021, Aston Martin also had an NFT drop where the British brand generated over $2 million in sales at the time.