Coco Robotics has wrapped more than 100 robots in its active Miami delivery fleet with brand campaigns timed to the Formula 1 Miami Grand Prix. The autonomous sidewalk robots will carry advertising from seven brands across South Beach, Wynwood, Brickell, and downtown Miami for several weeks surrounding race weekend. The activation positions the company’s existing delivery network as a new out-of-home media channel.
Highlights
- More than 100 autonomous delivery robots will run brand wraps across four Miami neighborhoods
- Seven launch advertisers include NVIDIA, Coca-Cola, BYLT, Live Tinted, Leisure Hydration, Beehiiv, and VaynerMedia
- Coco says the campaign is its largest multi-brand advertising deployment to date
- Wraps run through the Possible Conference and F1 Miami Grand Prix weekend
Existing Fleet, New Revenue Layer
Coco has operated in Miami since 2025, logging thousands of delivery miles for local merchants and restaurants. The robots navigate sidewalks at low speeds and yield to pedestrians as they move between merchants and customers. That established daily presence is what makes the fleet workable as an advertising surface, according to the company.
The Miami activation represents an operational pivot rather than a new deployment. The same robots that handle food and parcel deliveries now serve a second commercial function during their existing routes. No additional hardware, vehicles, or staffing are required to scale the campaign.
Treating Robots as Media Inventory
The campaign reflects a wider trend of brands treating autonomous delivery platforms as both logistics infrastructure and media channels during major cultural events. Coco says the wraps will generate millions of street-level impressions over the multi-week run, although the company did not release specific impression projections, pricing, or a verified third-party measurement methodology.
BYLT, an official apparel partner of F1 Miami, framed the activation as a way to extend its presence beyond the circuit. “As an official apparel partner of F1 Miami, we wanted to show up for fans beyond the track,” said Davide Mattucci, CMO at BYLT. “Coco lets us extend the brand over race weekend from the track into the streets of Miami where fans will be enjoying the activities and culture of this event. It was a natural next step in connecting with race fans that enables BYLT to present our brand out in the real world.”
Coco’s Position in Urban Robotics
Coco describes itself as the world’s largest urban robotics platform and reports more than 500,000 zero-emission deliveries completed across the U.S. and Europe since launching in 2020. The company recently expanded its Uber Eats partnership into San Jose, and earlier deployments include Los Angeles neighborhoods such as Santa Monica and Venice.
Josh Dubin, Head of Ads at Coco Robotics, said the campaign signals a shift in how brands view sidewalk robotics. “Having NVIDIA, Coca-Cola, BYLT, VaynerMedia, and others represented on the Coco fleet during such high profile tentpoles, shows how quickly autonomous robots are becoming a real part of the out-of-home landscape,” Dubin said. “Coco robots move with the city. They’re part of the fabric of the neighborhood, and the brands riding with us are part of that story.”
The company has not disclosed campaign pricing, ad-unit dimensions, rotation logic, or whether wraps can be swapped mid-run. Independent verification of impression counts and dwell time was not provided in the announcement.
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