Havas Sports & Entertainment

Our work

Burn: Collisions of Creativity

Challenge

Our challenge was to leverage Burn's new sponsorship of the Lotus F1 Team, establishing authentic relevance of Burn within the F1 world, and distinguishing it from the other sponsors.

What We Did

We brought together sports, music and entertainment to inspire fans and infuse F1 with youth culture to make it more relevant and magnetic to younger audiences. We launched "burnYard", a series of events around Grand Prix races that combined EDM, street art and F1 at the center. International DJ Avicii was invited to the Lotus F1 Team headquarters to get inspired to create a new track, released at burnYard Budapest. To let fans taste the speed of F1, we offered iRace, a unique fan experience at the Lotus Team test track. To reach fans locally, we took a Lotus F1 showcar on a multi-location tour, visiting events and customer locations to drive awareness.

Results

400 Pieces of global coverage

1.9 million views of campaign content reaching over 90 million fans

The #burnYard hashtag was seen by over 13 million people

$6 million in PR value for burn

Increased Twitter followers by 140% and Facebook engagement rate by 45x

New car branding increased TV exposure by 4x

Sales grew up to 600 % in participating stores

Share