Heineken launches its latest Formula 1 campaign

02 March, 2018 by Andy Young

Heineken has launched its latest Formula 1 campaign, which gives consumers the chance to win a VIP Formula 1 experience.

The Heineken Chatbot has been launched on Facebook Messenger and is part of Heineken’s through-the-line Formula 1 ‘More Than A Race’ campaign, developed to open up the lifestyle of Formula 1.

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Through the Chatbot consumers a VIP Heineken Saturday experience at the Formula 1 2018 Rolex Australian Grand Prix. Running across three stages, users will be introduced to the Heineken Saturday Doorman, The Stylist in former Miss World Australia, Erin Holland and finally Formula 1 legend David Coulthard.

Damian Dabkowski, Heineken Country Manager, Lion Australia, said: “We’re excited to launch the Heineken Chatbot as it will enable us to connect directly with more consumers than ever before. The platform allows us to introduce people to the world and lifestyle of the Formula 1 and drive national relevance of Heineken Saturday.

“The Chatbot is another example of how we continue to push the boundaries to deliver progressive marketing campaigns to connect with consumers in new and interesting ways.”

As well as the Chatbot campaign Heineken is carrying out significant media and in-store promotions as part of its sponsorship deal with Formula 1. There will be consumer promotions and POS materials in over 4000 on- and off-premise outlets including a national on pack promotion to win a trip to an international Formula 1 event in either Sao Paulo or Monza.