Late April saw Formula One (F1) global partner Heineken launch a list- and follower-building activation in the form of a competition offering fans a chance to win their own 2021 season ‘Pit Wall Bar’ for the home.
Based on the insight that not only have the majority of F1 fans never attended a race in person, but also that the pandemic mean that many of the season’s early races are being held behind closed doors, the series’ official beer partner’s ‘Pit Wall Bar’ aims to offer the ultimate watch-from-home experience.
Imitating the ‘Red Bull Racing Honda’ pit wall, petrol heads at home on race Sundays will be able to enjoy the next best thing to being trackside at the circuit, the competition offers an at-home raceway hub which comes in the form of a fully functioning bar complete with a Heineken 0.0 blade and beer keg on tap, with branded glassware and coasters and multiple screens to the track action or race telemetry, plus team headphones and food delivery vouchers.
The competition, which closed on 9 May, also offers a range of runner-up prizes.
Second place bundles (10 up for grabs)
● Max Verstappen and Checo Perez signed Red Bull Racing Honda caps
● Official F1 Portuguese Grand Prix Posters
● Food delivery vouchers
Third place bundles (10 up for grabs)
● Heineken® F1 glass
● Heineken® F1 coasters
● Heineken® F1 water bottle
● Local food vouchers
Launched ahead of the F1 Heineken Grande Prémio De Portugal 2021 (2 May), the winner will receive their own Pit Wall Bar prize soon after the end of race so they can enjoy it for the rest of the season. The competition runs on F1.com and was available to enter here from late April.
The promotional campaign was fronted by former F1 star and Heineken brand ambassador David Coulthard who treated Red Bull Racing Honda’s Max Verstappen and Sergio Perez to the first pint of Heineken 0.0 from the bar and then the brand and the property shared the moment across digital and social platforms.
The Pit Wall Bar itself was delivered to the F1 Pirelli Gran Premio Del Made in Italy E Dell’emilia Romagna by DHL’s biofuel powered truck, where
Enter now to be in with the chance to win the ultimate watch-from-home experience, your very own @Heineken Pit Wall Bar!
— Formula 1 (@F1) April 28, 2021
Get Set for Race Sunday! Win an exclusive Heineken @F1 Pit Wall Bar. Tune in to the race as the @redbullracing team with some refreshing Heineken for the ultimate Race Sunday experience. Click here to enter: https://t.co/B3ge1d3c1U pic.twitter.com/Lhj9SqCsCn
— Heineken (@Heineken) April 29, 2021
“As the leading international premium beer, we at Heineken are always thinking of ways to enhance the fan experience. We know how important race Sundays are for fans, so we wanted to create something that would take that experience to the next level,” said Heineken Director Of Global Sponsorship Hans Erik Tuijt. “What better way to feel as close to the action as possible, than a Pit Wall that is also a Heineken 0.0 Bar, the prefect combination!”
“The Pit Wall didn’t look like this when I was a driver! But I think fans are going to love this, getting as close to the action as possible, with ice-cold Heineken 0.0 on tap? I’m not sure it gets any better than that,” added Coulthard.
Comment:
A branded, immersive at-home race day experience which enables fans to get closer to the action than ever before despite being restricted to watching from home (and to pull a pint to boot) is an activation which follows in the footsteps of previous pandemic related at-home fan immersive at-home experiences such as Pepsi’s NFL ‘Tailgate In A Box‘ in September 2020 and Coca-Cola’s EPL ‘Watch From Home Box‘ in the same month.
This continues Heinken’s strategy of putting sports sponsorships at the heart of its o.0 no alcohol beer’s marketing strategy with previous activations including its ‘F1 Drive-In Experience‘ for health workers in August 2020 and its March 2020, Rosberg fronted ‘Father & Son‘ campaign.
Leave a comment
You must be logged in to post a comment.