Experiential Marketing

A Giant Disco Ball and Shoes Filled With Champagne Hype: Inside the F1 Las Vegas Grand Prix

Heineken, T-Mobile and other sponsors are going all out for the race

a Heineken Silver ad on the las vegas sphere — Heineken transforms the Sphere in Las Vegas into a giant disco ball.Heineken, BBH USA

By Samantha Nelson

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

As the Formula 1 Heineken Silver Las Vegas Grand Prix runs Nov. 16-18, race sponsors and Vegas hotels are adding to the excitement with experiential marketing and unmissable out-of-home activity.

Title sponsor Heineken is taking advantage of the Sphere opening to advertisers by turning the massive orb into a disco ball with the help of BCN Technical Services. The campaign from creative agency BBH USA also features 3D billboards in the Harry Reid International Airport and across the Las Vegas Strip.

Samantha Nelson

Samantha Nelson is a freelance writer for Adweek.

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