Greener Bar F1 miami
the challenge
Augment the success from the 2022 Miami Grand Prix and drive more engagement, impressions and attendance within Heineken entitlement areas.
the solution
Identify a new, consolidated activation footprint on the campus’s Paseo Park
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CMG identified a new, consolidated activation footprint on the campus’s Paseo Park that allowed for the development of a trackside viewing deck, elevated DJ booth featuring Austin MIllz, 2 large format LED screens and the inclusion of Heineken’s award-winning Greener Bar. Additionally, we upgraded VIP hospitality by designing the Heineken Silver Veranda & Paddock Yards further establishing Heineken as a mainstay on the Formula One circuit.
the results
While the achievement of being sustainable was tantamount to our success, we also needed to focus on sales at the track and throughout the market during Race week. Through a combination of integrated activity within Miami Heineken realized a sales lift of 23k+ cases
