Rocketing past the Bellagio fountains, Sphere, and the High Roller, the world’s best drivers descended upon the Strip this November, marking the first year of Formula 1 in Las Vegas. While it was a historic weekend for racing, it was also monumental for brands like American Express, Red Bull, Puma, and the event’s title partner, Heineken Silver. Brand activations all month long provided consumers with unique experiences, from car displays and block parties to a meal with Gordon Ramsay himself. Brands capitalized on the festivities—and seven brands wowed us with their experiential marketing activations.
Plastered throughout Vegas and the race itself, Heineken created brand awareness around their non-alcoholic Heineken Silver product as the title sponsor.
A three-level terrace providing a view of the Koval Straightaway, Heineken House was a great spot to view the track and had a huge party environment with DJs, live entertainment, an all-inclusive menu, and Heineken Silver.
While not an activation, Heineken Silver’s advertising made history as the first beer brand to advertise on the Las Vegas Sphere, earning it an honorable mention.
One of the event's founding partners, MGM Rewards, hosted dozens of activations across their properties, including:
The Shoey Bar provided the opportunity to recreate the iconic F1 podium celebration, where winners drink champagne right out of their driving shoes. At Bellagio, guests could order hand-crafted drinks served in a limited edition MGM Rewards-branded driving shoe (luckily, these drinks came with a waterproof liner).
Alfa Romeo’s display in the Aria Resort & Casino lobby featured a selection of show cars, racing gear for purchase, special guest appearances, and a Batak Board challenge where fans could test their reaction timing to win a limited-edition pin.
Helmet Art Display
Six local artists designed custom F1 helmets that were showcased at The Cosmopolitan.
As the exclusive wireless provider of the event, T-Mobile’s presence was marked with several activations, along with free charging stations and complimentary Wi-Fi in every zone.
All weekend long, the T-Mobile Zone at the Sphere hosted some of the most prominent performers, including Mark Ronson, Major Lazer, and J Balvin, in addition to shows featuring Blue Man Group and Cirque du Soleil. Wolfgang Puck catered the event.
Immersive Driving Experience
T-Mobile provided fans with a high-definition, 360-degree view of the course through their interactive driving experience that allowed users to slow down, pause, and explore every detail of the track.
4. American Express
Rewarding their current customers, American Express offered its cardholders access to the American Express Fan Experience at North Koval for themselves and up to three guests. In addition, members were able to use their card to receive a complimentary limited edition gift or an Amex Race Radio to listen live to F1TV commentary.
5. Wynn Las Vegas
In addition to hosting DJs and musical artists like Marshmello, The Chainsmokers, and Tyga at their nightclub and beach club, Wynn offered several high-end experiences.
Million Dollar All-Access Experience
Speaking of high-end, Wynn sponsored the official million-dollar experience that included a hot lap with an F1 driver, access to the F1 garage, VIP access and amenities, an all-weekend stay in a two-story, 5,829 sq. ft. duplex, access to golf, spa treatments, and salon reservations, and more.
Concours at Wynn Las Vegas took place the weekend prior to F1 and displayed rare and vintage vehicles.
An F1-based talk show, Drive to Wynn regularly features current and former drivers. The podcast, which is recorded at Wynn in their Blue Wire Studios, allows guests to view the show live.
6. Red Bull
Energy Station & Grandstands
Two of the event’s official viewing stations, the Red Bull Energy Station at Caesars Rewards hosted appearances by Red Bull athletes and Oracle Red Bull Racing drivers, live performances, F1 cars and memorabilia, and more. The Red Bull Grandstands offered catering by Wolfgang Puck and special edition merchandise.
Located at Circa Resort & Casino’s Stadium Swim, the race was broadcast at the pool’s 143-foot screen television, where spectators watched from the heated pools and cabanas. Also offered was an Owner’s Suite, where attendees enjoyed cocktails, merchandise, photo opportunities, and more.
Hosted by David Beckham and Shaquille O’Neal, Club SI offered views of the race, musical entertainment, and more.
Our Insider’s Perspective
Our team had boots on the ground all weekend long: O.H. Media Coordinator, Lexi, was a volunteer positioned at the McLaren-sponsored West Harmon Zone, where grandstand tickets included all-you-can-eat catering by Wolfgang Puck and non-alcoholic beverages. Responsible for answering questions, providing directions, and ensuring guests were having a great experience, some of her brand activation highlights from this zone included:
Google Chrome Dark Mode Arcade
This seven-minute hand-eye coordination simulator tested players’ response time through the track.
Guests were able to take photos in the Winners’ Circle with background video content containing previous F1 winners.
Qatar Airways Blast Lane
Qatar Airlines, the official airline partner of F1, sponsored an air tunnel simulator.
Aramco Fuel the Future
Spectators were invited to design a futuristic, energy-efficient F1 car to learn how it would impact the environment and perform in a race.
Next Year? Brands Will Continue to Compete for Consumers
As this year’s sponsors and advertisers prepare for their sophomore year and new brands prepare for their F1 debut, brand activations, and experiential marketing should only improve in 2024.
And if your brand is planning brand activations in the new year, see how our team can help make your experiential marketing dream a reality.