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Drinks · Campaign

Red Bull: F1 Sundays and the racing simulator, with Absolut and Beefeater.

On Formula 1 race days, Tiger's Milk and Bossa turned the bar into a pit lane. Buy an F1 drink special, made with Absolut or Beefeater and Red Bull, and get a race token. Then take a seat in Red Bull's racing simulator. The fastest laps won vouchers and Red Bull merch.

  • Racing simulator
  • Race tokens
  • F1 drink specials
  • Venue screens
  • Fastest-lap prizes
Brands on the seat
3
Venue groups with a simulator
2
Hours on race day
6
Prizes for the fastest laps
3
A venue TV playing the Tiger's Milk Austrian GP promo: a player in a racing simulator seat, driving a lap on the screen in front of him.

QR code that opens this Red Bull campaign page on hellobrand.co.za.

From the activation film: a player at the wheel of the racing simulator at Tiger's Milk, leaning into a corner, the track on the screen ahead.

Delivered by Brand Hailer, founded by David Loebenstein, with Life and Brand as shareholders. Absolut and Beefeater paid for the campaign; Red Bull was the mixer partner and supplied the simulators and the prizes. Results are not yet on file.

Not for persons under the age of 18. Enjoy responsibly.

The brief

In 2022 Pernod Ricard paid to put Absolut and Beefeater in front of race fans, with Red Bull as the mixer. Formula 1 Sundays were the moment. The bars were full, and the race was already on every screen.

Red Bull was the mixer partner. It supplied the racing simulators and the prizes. Absolut and Beefeater paid to run the campaign, at Tiger's Milk and at Bossa.

A bottle of Beefeater came with six Gin Bulls. Two doubles of Absolut with Red Bull came with two tickets for the simulator on race day, at Century City and Cedar Square. Everywhere else, the same deals ran without the simulator.

Race day
Austrian Grand Prix, Sunday 10 July 2022
Hours
12:00 to 18:00, race start 15:00
Venues
Tiger's Milk Century City and Cedar Square; Bossa
Again on
20 November 2022, at Bedfordview and Century City
Paid for by
Absolut and Beefeater (Pernod Ricard)
Mixer partner
Red Bull, which supplied the simulators and the prizes

The idea

A player at the wheel of the racing simulator, seen from behind. The seat carries the Beefeater London, Absolut Vodka and Red Bull logos, and a race plays on the screen ahead.

Buy the drink. Get the token. Set the lap.

A drink became a ticket to race. Every F1 drink special earned a race token, and every token bought a turn in the racing simulator. The seat wore all three brands. The fastest laps of the day won prizes.

  • Sell Absolut and Beefeater with Red Bull as the mixer
  • Give race fans a reason to book a table for the Grand Prix
  • Turn a drink into something to do, not only something to buy
  • Put the three brands in the seat, on the screens and in the glass
  • Keep guests in the venue from lunch to the chequered flag
  • Take the simulator to more than one venue group

On the screens, and in the app

The promo ran on the venue TVs ahead of race day. It told guests where and when, how to book a table, and how to win: buy an F1 drinks special, get your race token, and put your skills to the test.

The Austrian GP promo on a venue TV: Sunday 10 July 2022, 12 pm to 6 pm, race start at 3 pm, Tiger's Milk Century City and Cedar Square, buy an F1 drinks special to receive your race token, and prizes for the fastest lap.
The Austrian GP promo: date, times, venues, the token and the prizes.
The TV version of the promo: a player in the racing simulator, his seat branded Beefeater London, Absolut Vodka and Red Bull, framed in Tiger's Milk navy with the logo and the line Put your skills to the test.
The seat in three brands' colours, as it played on the venue TVs.

Five ways in

Guests heard about race day wherever they met the venue: on the TV, in the app, on social and at the table.

  • The TVThe promo on the venue screens.
  • The July home banner in the Tiger's Milk app: Absolut Vodka with cocktails and the line Let's mix things up, beside a Beefeater London panel.
    The appThe July home banner for Absolut and Beefeater.
  • Square promo card: Tiger's Milk, Austrian GP, 10 July at 12 pm to 6 pm, only at Century City and Cedar Square, book your seat now.
    Social“Book your seat now.”
  • Promo card on navy: Sponsored by.
    The sponsorsNamed in the promo: Absolut and Beefeater.
  • End card of the activation film: Tiger's Milk, Bedfordview and Century City, 20 November, from 1 pm (2022).
    The film“Are you an F1 fan?” for 20 November 2022.

The sponsors, and the promo card by card

The promo closed on each sponsor's advert, and the June squeeze backs sold the deals around live sport (see the Pernod Ricard 2022 test).

  • Absolut advert in the promo: Made for mixing, a bottle of Absolut Vodka on ice beside an espresso cocktail.
  • Beefeater advert in the promo: The Beefeater and tonic, two gin glasses with orange beside a bottle of Beefeater London.
  • Promo card: prizes up for grabs, 1st an R500 voucher, 2nd an R300 voucher plus Red Bull merch, 3rd an R200 Tiger's Milk voucher.
  • The July home banner in the Tiger's Milk app: Beefeater London with a pink gin cocktail.
  • Promo card: Sunday 10 July 2022.
  • Promo card: 12 pm to 6 pm, race start at 3 pm.
  • Promo card: Tiger's Milk Kitchen and Bar, Century City and Cedar Square.

The simulator at Bossa

The simulator also went to Bossa, on the same Absolut and Beefeater race-day deals. Bossa's screens carried Red Bull's own advert too, from May 2023: “Buy any Red Bull Energy Drink and test your race skills.” A tall glass, ice and a can, for R35.

An L-shaped Red Bull squeeze back at Bossa with the racing simulator in its window: Red Bull Energy Drink, a tall glass, ice and a can for R35, and the line Buy any Red Bull Energy Drink and test your race skills.
The L-shaped squeeze back, with the simulator in the window.
Full-screen Red Bull advert for Bossa: Buy any Red Bull Energy Drink and test your race skills, Red Bull Energy Drink for R35, a chequered flag, and the Sugarfree, Red, Green and Summer editions.
The full-screen version, with all four editions.
  • The Bossa slim advert along the bottom of the TV: Red Bull Energy Drink R35, a chequered flag, Buy any Red Bull Energy Drink and test your race skills.
    The slim advertAlong the bottom of the screen.

A guest's race day, start to finish

From the promo on the TV to a voucher for the fastest lap: nine steps, all in the venue, with the race on every screen.

Nine steps

  1. See the promoOn the venue TV, in the app or on social: the Austrian GP, 10 July, only at Century City and Cedar Square. Promo card: Tiger's Milk, Austrian GP, 10 July at 12 pm to 6 pm, only at Century City and Cedar Square, book your seat now.
  2. Book a tableOnline, through Dineplan, for a seat from 12:00. The race started at 15:00. Promo card: Book via www.dineplan.com.
  3. ArriveAt Tiger's Milk, with the simulator set up inside and the race on the big screens. The Tiger's Milk restaurant and liquor bar sign on the glass, with warm lights and plants behind.
  4. Order an F1 drink specialAbsolut or Beefeater, with Red Bull poured at the table. A can of Red Bull poured into a tall glass with ice on a marble table.
  5. Get your race tokenEach F1 drink special came with a race token for the simulator. Promo card: Buy an F1 drinks special to receive your race token.
  6. Take the seatA full racing rig: bucket seat, wheel, pedals and a big screen. The racing simulator by the window: a bucket seat, a steering wheel and pedals on a blue frame, facing a large screen.
  7. RaceOne lap against the clock, from the driver's seat of a race car. A player in the simulator seen from behind, hands on the wheel, a race car's cockpit view on the screen.
  8. Set the fastest lapLap times went up on the board. The top three of the day won prizes. Promo card: prizes up for grabs, 1st an R500 voucher, 2nd an R300 voucher plus Red Bull merch, 3rd an R200 Tiger's Milk voucher.
  9. Stay for the raceBack at the bar for the Grand Prix itself, on the venue's screens. A fan in a Red Bull Racing team shirt at the bar, seen from behind, watching the screens.
Promo card: Tiger's Milk, Austrian GP, 10 July at 12 pm to 6 pm, only at Century City and Cedar Square, book your seat now.
Step 1 of 9

The racing simulator, and what you could win

This was the digital activation: a real racing rig in the middle of the bar, supplied by Red Bull. A token bought a lap. The clock decided the winners, so skill, not luck, took the prizes. Red Bull supplied those too.

  • The activation film: the Tiger's Milk sign, the racing simulator, a Red Bull poured into a glass, players at the wheel, a fan in a Red Bull Racing shirt, food at the bar, and the end card: buy an F1 drink special to receive your race token.
    1. The film“Are you an F1 fan?” Filmed at the venue.
  • People racing on the simulator: the empty rig by the window, two players at the wheel seen from behind, then a player in the seat branded Beefeater London, Absolut Vodka and Red Bull.
    2. DriveAt Tiger's Milk and Bossa: one token, one go at the lap.
  • The simulator seat from behind, branded Beefeater London, Absolut Vodka and Red Bull, with a player at the wheel.
    3. The seatThree brands, one seat.
  • Promo card: Put your skills to the test, win epic prizes for the fastest lap.
    4. Beat the clockPrizes for the fastest laps.

Prizes for the fastest laps

  1. First Promo card listing the three prizes for the fastest laps. R500 voucher

    For the fastest lap of the day.

  2. Second R300 voucher

    Plus Red Bull merch.

  3. Third R200 voucher

    A Tiger's Milk voucher, to spend at the venue.

Every deal, in detail

Every deal with Red Bull in the glass, from the venues' deal lists and the adverts on screen. The prices are the venues' own.

Absolut SundaysR735

A bottle of Absolut with six Red Bulls, for F1 Sundays only. It ran in June 2022 at Tiger's Milk and at La Parada, for R735.

A bottle for the table kept a group in their seats for the whole race.

A red drink in a wine glass with a straw beside a can of Red Bull Red Edition, under a neon sign.
Absolut and Red Bull, by the doubleR60

On screen in June 2022: a double shot of Absolut and a complimentary Red Bull for R60. At La Parada, a double and a Red Bull for R76.

On race day at Century City and Cedar Square, two doubles with Red Bull came with two tickets for the simulator. It ran as briefed.

Promo card: Buy an F1 drinks special to receive your race token.
Beefeater and Red BullR70

The brief called them Gin Bulls. At Tiger's Milk in June 2022: a double Beefeater and a watermelon Red Bull for R70, or a bottle and six watermelon Red Bulls for R735. On screen, a bottle of Beefeater with six Red Bulls for R650.

The race token1 per special

Buy an F1 drink special, receive a race token. The token was the only way into the seat, so every lap on the simulator started with a sale. It ran in July at Century City and Cedar Square, and again on 20 November 2022 at Bedfordview and Century City, from 13:00.

End card of the activation film: Buy an F1 drink special to receive your race token.
The race days at BossaR35

The simulator went to Bossa on the same race-day deals: Absolut or Beefeater with Red Bull, and a race token with every F1 drink special. Bossa's screens also sold Red Bull on its own from May 2023: “Buy any Red Bull Energy Drink and test your race skills.” A tall glass, ice and a can for R35, also as Red Bull Sugarfree, the Red Edition (watermelon), the Green Edition (cactus fruit) and the Summer Edition (apricot and strawberry).

Red Bull's part3 prizes

Red Bull was the mixer in every special, and it brought the race: the racing simulators and the prizes for the three fastest laps, from an R500 voucher to Red Bull merch. Absolut and Beefeater paid to run the campaign.

In the venue, on race day

The film shows the day as guests lived it: the rig by the window, Red Bull in the glass, food at the bar, and fans in team colours.

The racing simulator by the window, with a second rig and screen behind it.
Two rigs by the window.
A waiter carries platters of food through the busy bar at Tiger's Milk.
Lunch at the bar.
A red drink in a wine glass beside a can of Red Bull Red Edition, under a red neon sign.
Red Bull Red Edition in the glass.
A fan in a Red Bull Racing team shirt at the bar, seen from behind.
Fans in team colours.

The simulator stood in the room, not in a corner. Guests could watch each other drive, and a lap-times board beside the rig kept the competition going all afternoon.

Everything else was the venue on a race day: the Grand Prix on the screens, a full kitchen, and the sponsors' drinks on every table.

The lap-times board in the film carries players' names, so it is not shown here.

The results

Results to follow. Every lap started with a sale.

The results of these race days are not on file yet. When they are found and checked, these are the measures they will show.

Red Bull race-day dashboard

What it will measure

2 race days, July and November 2022 · sample

Example dashboard Mostly sample data, not campaign results. This campaign ran, but its results are not on file yet. The race-day hours (12:00 to 18:00) are from the case study. Those figures are tagged From the case study; everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    1,164

    F1 drink specials sold

  • Sample

    702

    Race tokens issued

  • Sample

    641

    Laps driven on the simulator

  • Sample

    156

    Tables booked for race day

  • Sample

    12

    Prizes won

  • Sample

    3,840

    Screen plays

At the bar

  • Sample

    1,164

    F1 drink specials sold

    Absolut or Beefeater with Red Bull, at the simulator venues and everywhere the same deals ran

  • Sample

    156

    Tables booked for race day

    Tables booked ahead for the Grand Prix at the simulator venues

  • From the case study

    6

    Hours on race day

    12:00 to 18:00, with the race starting at 15:00

F1 drink specials sold, by venue
Specials sold, by deal
  • Absolut double with Red Bull 44%
  • Beefeater double with Red Bull 39%
  • Bottle with six Red Bulls 17%
Tables booked, by venue

In the seat

  • Sample

    702

    Race tokens issued

    One token with every F1 drink special at the simulator venues

  • Sample

    641

    Laps driven on the simulator

    One token, one lap against the clock

  • Sample

    12

    Prizes won

    The top three laps of the day at each simulator venue, from an R500 voucher to Red Bull merch

Laps driven by hour, both race days
Laps driven, by venue
Tokens used

of race tokens issued became a lap on the simulator

On the screens

  • Sample

    3,840

    Screen plays

    Race-day promo plays on the venue TVs in the two weeks before each race day

Promo plays a week before race day
Plays by format
  • Full-screen promo 72%
  • Slim advert 28%

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

Because the token came with the drink, the measures connect: specials sold, tokens issued and laps driven should tell the same story, venue by venue.

Running it again

Our view of what to keep and what to add the next time a race day comes round. It is a plan, not a report.

Keep

  • The race token with every drink special
  • The sponsors on the seat, on the screens and in the glass
  • Prizes for skill: the fastest lap wins
  • Booking ahead for race day

Add

  • A QR code on the TV promo that books the table and claims the token
  • A digital lap board on the venue screens, with first names or handles, by consent
  • Tokens, laps and redemptions counted in Hello Brand OS, venue by venue
  • One question for each driver, to learn what they drink and when

Buy the drink. Set the lap.

Stories that used the same services, or worked in the same sector.

  • Drinks

    Pernod Ricard

    In 2022 Pernod Ricard tested the venue network with Beefeater, Absolut, Ballantine's and Jameson: app placements, coasters, podiums and squeeze-back ads.

  • Drinks

    Brutal Fruit

    In 2022 Brutal Fruit ran a Tier 2 campaign on the venue network: squeeze-back ads on venue TVs, deals in the venue web app and a profiling question per reward.

  • Drinks

    Aperol

    In 2022 Aperol bought squeeze-back ads around live sport on the La Parada and Tiger's Milk venue screens, pointing guests to the free Wi-Fi for Aperol Spritz deals.