The majority of F1 fans have never attended a race in person and Heineken is bringing the high-energy action of the pit to people with an at-home trackside experience. The Pit Wall Bar was inspired by the Red Bull Racing Honda pit and it has multiple screens, racing team headphones and Heineken 0.0 on tap, plus glassware and coasters to round out the engaging experience.
To test out the concept, Heineken gave British former racing driver David Coulthard and Red Bull Racing Honda's Max Verstappen and Sergio Perez the first chance to immerse themselves in the Pit Wall Bar. 10 fans around the world will have the chance to partake in the experience and the competition just kicked off before the Formula 1 Heineken Grande Prémio De Portugal 2021.
Key Themes Behind This Trend
- Virtual Trackside Experiences
- Developing immersive virtual experiences for fans who are unable to attend live sporting events.
- In-home Entertainment
- Creating at-home entertainment experiences that bring the excitement of live events to consumers' living rooms.
- Branded Immersive Experiences
- Partnering with brands to create unique and engaging immersive experiences that promote products and services.
Where This Applies
- Beverage
- Exploring opportunities to create unique and immersive experiences for consumers to enjoy beverages while engaging with brands and entertainment.
- Sports
- Developing new ways for sports fans to interact with their favorite teams and athletes in immersive and engaging ways.
- Events
- Innovating the events industry by adding virtual and at-home experiences to traditional live events.
