Sport / Experiential

Heineken: F1 Music Platform

Change Needed

How can we build a programme that links all of our music performances at key Heineken title races together, whilst driving salience for the brand and increasing meaningfulness with a Gen Z audience?

The Idea

We created a music platform for Heineken utilising their global F1 sponsorship

Bringing the biggest names in electronic dance music to each of our title races across the season to celebrate the return of F1 to key cities with fans at-home and at-track.

Change Made

11.4M total live stream views across the 4 title race performances

52% of live stream viewers in our target audience age range of 18-34

955K total watch hours across all live streams

739K live stream engagements across the season