PartyPoker x McLaren F1 “Tribo Paddock Experience

The "PartyPoker x McLaren F1 “Tribo Paddock Experience” campaign united gaming, sports, and community engagement in a one-of-a-kind activation that connected Brazil’s Tribo audience with the global Formula 1 stage. Through an exclusive freeroll tournament, players competed for premium access to the Paddock Club at the São Paulo Grand Prix — a once-in-a-lifetime opportunity to live the McLaren F1 experience up close.

The campaign combined digital storytelling, influencer activations, and community-driven performance, leveraging Gaules’ Tribo ecosystem to amplify awareness across both the poker and gaming communities. The collaboration reinforced PartyPoker’s brand positioning around entertainment, competition, and lifestyle, while expanding McLaren’s presence among Brazil’s digital audience.

I contributed to the communication and brand integration strategy, ensuring cohesive messaging between PartyPoker, McLaren, and the Tribo audience. My work focused on connecting aspirational sports culture with digital engagement — transforming a traditional poker promotion into an immersive experience that bridged fandom, adrenaline, and community pride.

The campaign delivered exceptional engagement, merging the worlds of gaming, motorsport, and community for one of the most memorable activations of the year.