Heineken® reveals Australian-first challenge offering consumers the ultimate VIP Heineken® Saturday experience at Formula 1®.
Heineken® has announced details of an Australian-first innovative media activation, designed to connect with consumers in the lead up to the 2017 Formula 1® Rolex Australian Grand Prix. It will be the first local event to mark Heineken®’s new major strategic global partnership with Formula 1®.
Heineken® are installing live streaming interactive billboards across major cities in Australia. These billboards will communicate with passers-by in real time, offering them the chance to win a VIP Heineken® Saturday experience for them and their friends if they prove their style and smarts and are ready to open their world with Heineken® and Formula 1.
Leading the search will be Olena Khamula, former ‘The Bachelor’ star and model. The Ukrainian beauty will put the nation to the test to see if they have what it takes to join the international elite in Melbourne during the race weekend.
Khamula will be on the lookout for those who showcase witty personality and a charm and confidence that could mix it with the A-list.
Taking place in Sydney, Brisbane and Perth in March, one lucky winner, and three friends, in each state will be whisked away to the Heineken® Saturday to see award winning UK super group Rudimental, and local star Hayden James, perform, as well as catching the all the action of the 2017 Formula 1® Rolex Australian Grand Prix.
The interactive billboards will also be live in Melbourne in the lead-up to race weekend, giving away General Admission tickets to Heineken® Saturday at the 2017 Formula 1® Rolex Australian Grand Prix.
Khamula and the interactive billboards will be active on the following dates and times:
- Melbourne – Southern Cross Station (Zone 4): Wednesday, 15 March from 5:30-8pm
- Brisbane – Reddacliff Place: Thursday, 16 March from 6-8pm
- Sydney – Martin Place: Friday, 17 March from 6-8pm
- Perth – Murray Street: Friday, 17 March from 5:30-7:30pm AWT
- Melbourne Southern Cross Station (Zone 2): Saturday, 18 March from 5:30-8pm
Melbournians should also be on the look-out for a special activation taking place on Friday, 24 March from 4pm, where a large green Heineken activation cube will appear outside Fatto Bar & Cantina. Passers-by will have the chance to prove their worth on getting onto Heinekens’ VIP guest list. One lucky winner will receive a VIP Heineken® Saturday experience.