Heineken australia F1

Heineken knows that Formula 1 is More Than A Race, that’s why for the 2nd year, they created a self-contained Heineken Village at the 2018 Formula 1 Australian Grand Prix in Melbourne.

Throughout the 4-day event, there was food, music and of course lots of ice cold Heineken. The largest day of the weekend, Heineken Saturday consisted of a a media event, a giveaway of over 5,000 Heineken Hats, social media contests at-track, a VIP experience and a full-day of entertainment closing with the Black Eyed Peas DJ Set ft. Taboo & Apl.de.ap of the Black Eyed Peas.

This large event was the culmination of the larger More Than A Race campaign that consisted of multiple TVC’s, OOH Media, a Facebook Chatbot, Social Media, Influencer Programs and PR Events.

The chatbot drove 22,500+ unique interactions, 10% above target with 1.4 million incremental views of Heineken Facebook page and 2 million+ social impressions leading to more than 2,000 attendees to Heineken Saturday.