Description

CHALLENGE:
To support Heineken’s F1 sponsorship and drive brand penetration our task was to open consumers to the world of F1 and prove it was ‘More Than A Race’. The problem being that the ‘F1 lifestyle’ of playboys and supermodels was seen as exclusive and out of reach.

IDEA:
Talk your way in. We turned the race into a world class music event and made access as easy as ‘talking your way in’ via our chatbot. We created an extraordinary Heineken Village at the F1 with Heineken Saturday headlined by Taboo and Apl.De.Ap of the Black Eyed Peas and VIP experiences, tickets and rewards on offer to those who ‘talked their way in’.

RESULTS:
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 2000 attendees to Heineken Saturday.

Type

CHATBOT / EVENT / OOH / SOCIAL / VIDEO