Case Study: Apple’s First Wallet Push Notification Campaign for F1 Movie

Date: June 24, 2025

Industry: Entertainment

Partners: Apple, Fandango, Universal Pictures

Campaign Type: Push Notification via Apple Wallet

Objective: Drive awareness and ticket sales for the launch of the new F1 movie

Program Overview

On June 24, 2025 Apple ran its first large-scale Wallet-based push notification campaign, a milestone moment in how brands can reach consumers through native mobile infrastructure.

Apple promoted a $10 discount on tickets to the new F1 film via Fandango, delivered directly to users through a push notification from Apple Wallet.

This campaign marked a strategic shift: from Wallet as a utility to Wallet as a media and marketing channel.

Execution

• Who received the message: iPhone users who had Fandango passes or Apple Wallet-enabled engagement history.

• How it was delivered: A push notification appeared on the lock screen, branded with the F1 movie offer and deep-linked to purchase tickets via Fandango.

• What it looked like: A streamlined user experience with one-tap access to the offer, no email, no SMS, no app download.

Results

While Apple has not publicly released campaign metrics, the significance is clear:

• 📲 First national-scale Wallet push notification ever deployed. Likely viewed seventy (70)+ million times

• 🏎️ Promoted a time-sensitive retail offer with measurable ROI, and specific CTA

• 📈 Established Apple Wallet as a proactive marketing tool, not just a passive storage utility

Why This Matters for Brands

This campaign shows that:

• Push notifications from Wallet are here, and they work at MASSIVE scale

• Consumers respond to native, frictionless, mobile-first offers

• Merchants can activate their owned audiences without needing apps or ads

Bridge’s Role

At Bridge, we help brands tap into this same opportunity:

• Get your stored value cards into Apple & Google Wallet

• Enable push notifications from those passes. Targeted, branded, and timely

• Own the channel without paying media fees or requiring an app