The Rumpus Room, the UK-based sister company of The Sweet Shop, recently completed a mobile activation to commemorate Lewis Hamilton's victory for this season's Formula One World Championship.
The activation was set up to lead into the final race in Abu Dhabi , and featured footage sourced from the driver's seven million fans, who often share their support via social media.
The Rumpus Room invited fans to share their experiences via a mobile web app, and this content was then cut and edited into a video dubbed #TeamLHmovie, which was released only hours after the race.
The production company set responsive video challenges within the app, providing direction to users throughout the entire race weekend and leading into Hamilton's final victory on Sunday.
Within 14 hours of its release, the video, which details fan responses from Thursday to the race day, was viewed over a million times on Facebook alone.
In addition, #TeamLHmovie had a reach of over 40,000,000+ during the seven-day activation, and #TeamLH appeared in more than 68,000 posts (almost three times as many as #LewisHamilton).
Here are the videos created in the lead up to the final race day: