To create more brand affinity between Red Bull and the Latin consumer 18-25 while increasing affinity to Red Bull Racing team.
We targeted the Latin consumer by attaching some of the biggest Latin music celebrities, influencers, and tastemakers to 4 days of curated Formula 1 exclusive programming which included: Racing experiences, meet and greet with Checo Perez, Neon16 Celebrity Esports tournament, media & brand partnerships, content production, celebrity and influencer programming and more during the Miami GP 2023.
Day 1 we took 2 global latin acts Luis Fonsi and Arcangel to a driving experience with F4 cars and pro drivers at Homestead speedway where we captured content and interviews. By night we took over the Red Bull fan zone in Wynwood where we partnered with NEON16 for the kick-off Celebrity Esports tournament, securing 20 of the top Latin music artists and 4 Latin social media stars to participate in a Esports F1 racing tournament driving Red Bull Racing simulators. The weekend followed with a meet up with Checo Perez in an exclusive activation "Casa de Checo" and 3 days of hosting artists and press at the Red Bull Energy station at Hard Rock Stadium for the race.
Experiential, event production, social strategy, content production, media partnerships, influencer marketing, celebrity management, PR, egaming.