What happened: Aston Martin is promoting its I / AM community space at the British Grand Prix, headlined by performances from Skepta, Meeshy and Djammin. The team is inviting fans to sign in or join the I / AM platform for a chance to win tickets to the Silverstone race weekend.

Why it matters: Fan-facing activations like this are a core part of how teams build community and grow their audience around marquee home races. The British Grand Prix at Silverstone is one of the most heavily attended events on the calendar, giving Aston Martin a large home crowd to court.

What to watch: Watch for the winning entrants and the on-site programming as the British GP weekend at Silverstone gets underway.