Formula 1 Menu
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Formula 1
The road to F1®
In the handbook of brand initiatives, experiences increase the chances of inspiring consumers to act. These marketing approaches allow specific participants to feel brands firsthand, renew relationships and convey shared values. Consumers appreciate novelty, authenticity and bonding efforts, often resulting in loyalty and stronger connections to the brand.
The opportunity
Coca-Cola developed a long-term strategy to drive consumer awareness and engagement in their partnership with the McLaren Formula 1 team in key markets aligned with F1® racing sports fans. They needed our support to implement a comprehensive campaign plan that leveraged the assets of this alliance, such as race tickets, broadcast subscriptions, branded products, access to race car simulators, Paddock Club dinners and more.
The Road to F1® Food
In the handbook of brand initiatives, experiences increase the chances of inspiring consumers to act. These marketing approaches allow specific participants to feel brands firsthand, renew relationships and convey shared values. Consumers appreciate novelty, authenticity and bonding efforts, often resulting in loyalty and stronger connections to the brand.
The opportunity
Coca-Cola developed a long-term strategy to drive consumer awareness and engagement in their partnership with the McLaren Formula 1 team in key markets aligned with F1® racing sports fans. They needed our support to implement a comprehensive campaign plan that leveraged the assets of this alliance, such as race tickets, broadcast subscriptions, branded products, access to race car simulators, Paddock Club dinners and more.
Our solution
Spain was our starting point. With the Barcelona Grand Prix in mind, we created an omnichannel campaign combining digital, social media, app, QR and in-store executions. Our mix even included a team incentive promotion, film shoots for professional drivers and major retail deployments at local Burger King locations.
The “McLaren F1 Menu” would be available at participating Burger King restaurants during this period. So we developed several key images to communicate special giveaways when ordering a limited-time meal combo. And we generated experiential activations: store and drive-thru takeovers, photo opportunities at iconic locations, and an AR-branded Instagram Filter available on the BK handle and accessible to consumers by scanning a code with their phones from our point-of-sale signage.
Our solution
Spain was our starting point. With the Barcelona Grand Prix in mind, we created an omnichannel campaign combining digital, social media, app, QR and in-store executions. Our mix even included a team incentive promotion, film shoots for professional drivers and major retail deployments at local Burger King locations.
The “McLaren F1 Menu” would be available at participating Burger King restaurants during this period. So we developed several key images to communicate special giveaways when ordering a limited-time meal combo. And we generated experiential activations: store and drive-thru takeovers, photo opportunities at iconic locations, and an AR-branded Instagram Filter available on the BK handle and accessible to consumers by scanning a code with their phones from our point-of-sale signage.
Titan 7 produced the McLaren Helmet Lens and was in charge of tracking stats – and scans – to reveal the fans most engaged with Coca-Cola and Formula 1. In one month there were more than 95,000 filter opens and 50,000 impressions (the number of times the effect was shown on screen in Instagram stories, posts and reels, and Facebook stories) and photo capture posts from nearly 12,000 users.Looking to achieve brand experiences?
The feedback from our client Coca-Cola was that the results of this initiative were excellent according to benchmark with similar initiatives and that in 2024 is on agenda to return with new phygital experiences for this alliance with key accounts such as Burger King and partners such as Mc Laren continue to contribute to the business.
The feedback from our client Coca-Cola was that the results of this initiative were excellent according to benchmark with similar initiatives and that in 2024 is on agenda to return with new phygital experiences for this alliance with key accounts such as Burger King and partners such as Mc Laren continue to contribute to the business.
