Increase international exposure and awareness of Heineken’s new partnerships with Max Verstappen and Oracle Red Bull Racing
Overview
Story10 partnered with M&C Saatchi Sport & Entertainment to increase international exposure and awareness of Heineken’s new partnerships and responsible consumption campaign, ‘When You Drive, Never Drink’.
Two weeks before the launch of the 2023 season in Bahrain, F1 global partner Heineken® were looking to announce a new worldwide partnership with Dutch, global F1 superstar Max Verstappen, ahead of what promises to be yet another exceptional racing season.
The partnership, bringing together the number one Dutch beer alongside the number one Dutch driver, aimed to engage the next generation of fans through a series of creative and meaningful activities. The current world champion, Verstappen was also announced as Heineken’s official 0.0 ambassador to help encourage responsible consumption, through a series of sponsorship activations including the ongoing ‘When You Drive, Never Drink’ campaign.
In addition, Heineken were officially announcing a partnership with Oracle Red Bull Racing and Heineken 0.0 – the perfect pairing to deliver world-class entertainment and exceptional fan experiences where performance meets play. The two global brands will also be delivering exciting new lifestyle campaign moments in areas including music & gaming and will also support Heineken’s responsible consumption campaign, ‘When You Drive, Never Drink’.
Key Objectives
- Maximise international exposure of Heineken’s partnerships with Max Verstappen and Oracle Red Bull Racing reaching untapped new markets and fans
- Amplification of messaging around Heinekens’ key initiative ‘When You Drive, Never Drink’
- Enhanced image and value for Heineken, F1 and fans, cementing Heineken as an innovative and trusted sporting brand partner
Heineken x Max Verstappen x M&C Saatchi Sport & Entertainment
Our Approach
Newsgathering production
Story10 partnered with M&C Saatchi Sport & Entertainment, sending crews to the content capture day for the Max Verstappen x Heineken partnership, with F1 driver Max Verstappen and Heineken CEO Dolf van den Brink. Capturing content to generate exposure and awareness of the new partnerships, the responsible consumption campaign ‘When You Drive, Never Drink’, the drive for sustainability in F1 and the new initiative Player 0.0 elevating the F1 fan experience.
Global distribution
Our feature video story for Heineken was distributed via Story10’s global network of over 400 media organisations across broadcast, digital and social. We amplified the content via our unique network of owned and earned media, pushing the branded news stories directly into the sports news desks of media outlets worldwide.
Detailed reporting
Story10 provided data analysis of the distributed video via our network. We provided granular reporting and insight to identify territory specific usage, engagement trends and media exposure achieved.
Our coverage
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Max Verstappen interview highlighting the exciting new partnership with Heineken and his role as an official 0.0 ambassador, bringing awareness to the responsible consumption campaign and the drive for sustainability in F1
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Dolf van den Brink interview highlighting the exciting new partnership with Max Verstappen and Oracle Red Bull Racing, bringing awareness to the responsible consumption campaign, the drive for sustainability in F1 and their new Player 0.0 looking to elevate the F1 fan experience
Results
18 markets reached covering 85+ territories
29 media outlets used the branded news story
79k impressions with sports fans on social media
$111k ad value equivalency
Conclusion
Maximise international exposure of Heineken’s partnerships with Max Verstappen and Oracle Red Bull Racing reaching untapped new markets and fans
Story10 with M&C Saatchi Sport & Entertainment created content around the partnership announcement to maximise exposure. Using the captured interviews, Story10 distributed the brand news story at optimal times to increase exposure in international markets reaching a range of F1 markets and audiences. Audiences reached included established F1 markets such as Italy, Mexico and the Netherlands, as well as developing F1 markets the USA and South Africa.
Amplification of messaging around Heineken’s key initiative ‘When You Drive, Never Drink’
Story10 were on the ground to build an engaging narrative to increase global awareness around Heineken’s key initiative ‘When You Drive, Never Drink’. The story was used by 29 key media outlets, including AD (Netherlands), De Gelderlander (Netherlands), ESPN (USA), Fox Sports (Mexico), Sky Sports (Italy) and SuperSport (South Africa & Sub-Saharan Africa).
Enhanced image and value for Heineken, F1 and fans, cementing Heineken as an innovative and trusted sporting brand partner
Through the authentic production and distribution of content by Story10’s earned media network of news desks; Heineken has been able to cement itself as a trusted, innovative sporting brand partner.
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