From Singapore to the United States
Over the past two months, our motosport teams have been busy at the Italian Grand Prix, Singapore Grand Prix and Austin Grand Prix delivering activations for our clients Moneygram, Tata Communications, AMD and Jack Daniel’s.
Find out more about each activation, below.
The Lenovo United States Grand Prix marked one year since MoneyGram was announced as the title sponsor of the MoneyGram Haas F1 Team, and it’s the brand’s home race. To celebrate this, we worked with MoneyGram to unveil a one-of-a-kind commemorative logo shining a spotlight on the customers and fans who have supported the team over the past year. Our Digital and Data team managed a customer outreach activation, inviting MoneyGram customers and fans to submit their entry for a chance to feature on the one-off logo.
Featuring images of 300 fans and customers, MoneyGram revealed the special logo at track at the Circuit of the Americas, and one lucky customer, Evelin, was there in person to see her face on one of the 300 MoneyGram stars. To make the experience even better, she also enjoyed a meet and greet and Paddock tour with David Croft (aka Crofty). MoneyGram also hosted an extensive hospitality programme across the race weekend including guest hospitality in the MoneyGram Haas F1 Team Paddock Club suite as well as a full grandstand programme.
For the Monza and Singapore Grands Prix, Tata Communications ran a combination of Paddock Club and Grandstand hospitality programmes for customers, partners and prospects, with the support of CSM. Guests enjoyed bespoke F1 x Tata experiences such as a Tech Tour, where they had the opportunity to see the Event Technology Centre (ETC) and the Tata PoD. This is where the on-site F1 broadcast infrastructure is produced and transmitted to the global Media &Technology Centre before being distributed to local networks worldwide.
Prior to the Singapore GP weekend, we also worked with Tata’s global and local market team to deliver a Women in STEM event, whereby c.20 students from UWS were treated to a unique experience of a Paddock Tour hosted by F1 Journalist and TV Presenter, Rosanna Tennant. Following the at-circuit activity, there was a special panel event also featuring Rosanna, as well as other inspirational guests from Tata Comms, UWS and other organisations.
It was a fantastic weekend hosting AMD’s executives and their customers at the Formula 1 Lenovo United States Grand Prix. Guests enjoyed all the track action from the Mercedes Silver Arrows Lounge; world class hospitality with garage tours, viewing gallery experiences and pit lane walk allowing them to get up close and personal with the team and cars. Guests were also treated to suite appearances from current drivers Lewis Hamilton and George Russell as well as a private meet and greet with Mick Schumacher and Toto Wolff. Mercedes also hosted Prince Harry on Sunday, so for the Royal fans this was a bonus!
Away from track, guests soaked up that Southern hospitality dining with a private buyout at Jeffrey’s restaurant and Blind Salamander. They were also treated to a speaker session with Sky’s David Croft and Danica Patrick with a focus on women in motorsport before sitting down with Tom Clarkson on Sunday allowing guests to pick his brains and get the inside scope on all that Formula 1 has to offer.
On-trade takeovers, rooftop parties and VIP hospitality were all part of the action for Jack Daniel’s at the 2023 Formula 1 Singapore Airlines Singapore Grand Prix. The local market hosted their top customers in the McLaren Formula 1 Paddock Club Suite throughout the weekend where they were able to enjoy the captivating on track action. Away from track, there were on-trade takeovers, with some of Asia’s best bartenders creating bespoke cocktail menus, taking inspiration from the Formula 1 weekend. The party continued at ‘Mr Stolk’, a rooftop bar in central Singapore, where guests enjoyed an ‘Evening with Jack Daniel’s’ to celebrate a successful weekend for both Jack Daniel’s and the McLaren Formula 1 team.
In downtown Austin, Jack Daniel’s hosted a branded experience at The Sunset Room over the Grand Prix race weekend. VIPs, influencers and fans were treated to performances by The Bros Fresh, Briscoe and Black Pumas. As part of a special collaboration, Metro Boomin also took to the stage for an exclusive DJ set ahead of the Las Vegas Grand Prix, where Jack Daniel’s and Metro collaborated on a live show. As part of this momentous occasion, Metro Boomin also unveiled a limited edition t-shirt that reimagines the iconic Jack Daniel’s label. To see more, check out Jack Daniel’s social channels.