2023 Formula 1 Miami Grand Prix

The Challenge

Heineken challenged us with bringing widespread awareness of Heineken Silver at Formula 1 Miami. Heineken wanted to bring fans closer to the action they love through engaging and creative talent/influencer content, showcasing the branded activations throughout race weekend to further make the brand synonymous with F1.


Earned Media Placements


Media Impressions


Cumulative Followers

The solution

Our team was able to secure actor Damson Idris as our lead paid celebrity talent. We targeted Damson given his organic tie-in with Formula 1 as he will be starring in the upcoming F1 film from Apple Original Films opposite Brad Pitt, in which Heineken will also have an integration.

We captured photo and video content with Damson on the Friday of race weekend which our team utilized to secure photo placement coverage in top tier lifestyle and entertainment outlets. Damson’s IG Reel, which showcased his time with Heineken at F1 Miami, has garnered 1M+ views and over 137K likes to date with positive follower engagement.

We also contracted actress Hayley Law and content creator Jack Cook on a barter basis, and captured social content with them throughout the duration of race weekend to provide their followers with a BTS look into their time with Heineken.

All social content from our talent and influencer partners, which was captured in partnership with creative agency Race Service, garnered impressive follower engagement and excitement for what Heineken was doing on the ground in Miami.

The impact

R&CPMK were able to further drive Heineken’s association with the Formula 1 audience as well as reach a wider entertainment audience through talent social channels, reaching over 7.3M cumulative followers with over 1M impressions across the content. We were also able to earn 20 media placements garnering 211M media impressions, supporting Heineken’s objective of creating widespread buzz around their partnership with F1.