HEINEKEN WYDND CAMPAIGN LAUNCH MIAMI
CASE STUDY | HEINEKEN WYDND CAMPAIGN LAUNCH MIAMI
Why: Since entering motorsport in 2016, Heineken has been committed to real change around attitudes towards drink driving and has always advocated responsible consumption. The latest iteration of the brand’s successful ‘When You Drink Never Drive’ Campaign was primed for launch at the hotly anticipated inaugural Miami Grand Prix and needed an effective platform to give it the required impact.
How: NKrush supports Heineken in a PR and communications capacity at their key annual title races and the challenge is to be more and more creative every time. To support the launch, Heineken partnered with the McLaren F1 Team to offer a safe ride home for F1 fans in a branded McLaren supercar, at surprise locations across the race weekend in Miami - as well as a special partnership with UBER. Daniel Ricciardo and Lando Norris took part in a range of activations over the Grand Prix and headlined at a special launch event at Miami Beach’s famous 1111 Lincoln venue. The latter also served as a special McLaren ‘Speedshop’ showcasing their most iconic vehicles.
Results: As well as securing the attendance of key media to the event, NKrush created a range of publicity generating initiatives and coverage to amplify the campaign across A-List media outlets including Entertainment Tonight, GQ, Esquire, Tech Crunch and Maxim. This made the campaign launch Heineken’s best ever.
