Heineken: When You Drink, Never Drive

Change Needed

How can we launch the latest iteration of Heineken’s ‘When You Drive Never Drink’ campaign, to a global audience, around the first-ever Miami GP?

The Idea

We collaborated with McLaren to create two co-branded Heineken 0.0 x McLaren supercars, to offer surprise, safe rides home for fans in Miami across race week, helping consumers make the right choice by taking advantage of an exclusive Uber discount code

Change Made

60.7M total broadcast reach across the race weekend

33 online and print pieces of coverage landed from our activity

549 attendees to our launch party event during Miami race week

13,000 Heineken discount codes redeemed via the Uber app