HENDRICK’S GIN X FORMULA 1 MIAMI GP 2023
Role: Senior Producer
Agency: Momentum WW
Challenge / Objective: Formula 1 Grand Prix returned to Miami for its second season from May 5th to May 7th 2023! Race weekend provided adrenaline-filled, spectacular, and the hottest events Miami has to offer. Hendrick’s fulfilled many attendees' fantasy weekend by delivering best-in-class and curiously refreshing cocktails while providing an immersive experience with a beautifully executed three-story bar, enhanced by jugglers, a Victorian stilt-walker, and everyone’s favorite, Clay-mazing. The Gin Garden added the traditional Hendrick’s Gin flair with white garden table seating, chairs and branded umbrellas to provide additional seating to relax and escape (even for just a moment) from the notorious Miami heat and sun.
The Hendrick’s motorcycle and cucumber sidecar photo op with a branded hedge wall complete with roses and overgrown florals provided the picture-perfect backdrop to commemorate the unforgettable Formula 1 experience.
Results: Our activation was our 3 Story Hendricks Gin Bar which is larger than life at 22’W x 20’D x 20’ H, accompanied by a custom built out Gin Garden, our Hendrick’s Gin sidecar motorcycle photo op and fully branded bridge allowing fans to naturally traverse into our world of Hendricks. This all fit within in a 70’x70’ space inside Turn 3 to maximize our fan and consumer exposure.
Live Days: 5/5 - 5/7
Festival Attendance:
Free practice (Friday) - 89,472
Qualifiers (Saturday) - 90,298
Grand Prix (Sunday) - 90,766
Guest experience included: interacting with our (4) professional actors, educating consumers on Hendrick’s Gin from our East Coast Ambassador, enjoying the shade and floral greenery from the Gin Garden, photo memories were created along side our custom Hendrick’s Gin sidecar motorcycle, consumers were able to walkaway with branded fans, cooling towels, and pins, while enjoying (3) different crafted cocktails (Cucumber Lemonade, Strawberry Sundance and our frozen Skylight Delight).
Total Cocktails Sold = 4,268
HENDRICK’S GIN 3 STORY BAR @ F1 MIAMI GRAND PRIX
