HEINEKEN
2023 Formula 1 Heineken Silver Las Vegas Grand Prix
The Challenge
Heineken challenged R&CPMK to bring national awareness to the inaugural Formula 1 Heineken Silver Las Vegas Grand Prix to make fans aware of Heineken Silver’s presence at the race. As the title sponsor of the race, Heineken was focused on ensuring their brand was top-of-mind for all consumers, both on and off the track, while standing out from the other sponsors. R&CPMK was tasked with compiling a group of dynamic talent and Influencers to join Heineken for race weekend to capture engaging, unique content that would pique fan interest and make them feel integrated into all of the Vegas action.
36
Earned Media Placements
225M
Media Impressions
9
Talent Secured (mix of paid + barter)
The solution
Our team helped ideate mediable moments to ensure Heineken received impactful earned media coverage and accomplished that goal by contracting actress Simone Ashley as our lead celebrity talent. We captured a branded set-up shot with Simone on Wednesday, the night before all race activities kicked off, to ensure that our shot was one of the first to hit the wire and cement Heineken Silver as the brand to watch during LVGP. Our team was able to pitch the photo out in real time to secure widespread coverage in top entertainment and lifestyle outlets.
In addition to Simone, we hosted 8 talent and influencers in the Heineken Paddock Club Suite and in the new Heineken House space on the track grounds. We captured custom high-quality content of all our hosted talent for social in partnership with creative agency Race Service, resulting in over 3.1M total views across all content.
The impact
Our work at the Formula 1 Heineken Silver Las Vegas Grand Prix helped cement Heineken as a leader in the space by bringing together a diverse group of talent to further brand association and awareness for new audiences and demographics.