Lap of Legends

Background F1’s meteoric rise in the U.S. captivated millions, fueled by events like Netflix’s Drive to Survive. Yet, F1 sponsorship is saturated with logos and brands vying for attention, with Heineken dominating the premium space. Michelob ULTRA, known for championing joy as an essential component to an active lifestyle, sought to disrupt this cluttered landscape by creating an experiential event that connected in-person and virtual elements. The challenge: Elevate Michelob ULTRA’s premium status by breaking the traditional sponsorship mold and creating a meaningful, immersive experience for F1 fans. Fans yearned for more F1 content, especially in gaps between races. This moment called for innovation to establish Michelob ULTRA as not just a sponsor, but a cultural force in the sport. Creative Idea Why sponsor a sport when you can create your own event? Enter Lap of Legends, the first real-vs.-virtual F1 race. We put Logan Sargeant, a young F1 driver, on a real racetrack against digital avatars of his childhood racing heroes, driven by AI. We extended the experience to key F1 Grand Prix locations, with in-person activations in Miami and Las Vegas. Then, the full program aired on AMC, BBC America, and Roku in spring 2024, and was watched in 31 countries. The show was interspersed with stories of Logan’s journey, adding a personal narrative that no other F1 race has offered. Lap of Legends wasn’t just an event; it was a brand-owned racing experience that redefined how fans engage with F1, delivering a new kind of entertainment that transcended mediums. Insights & Strategy Insight: F1 fans crave high-stakes, immersive experiences, yet the intensity of the sport often overshadows the joy of racing. The rise of F1’s U.S. popularity revealed a critical opportunity: fans wanted more, especially in the downtime between races. The strategy was to create a hybrid event that allowed Michelob ULTRA to own the conversation and add meaningful value. By blending in-person activations with virtual experiences, Lap of Legends gave the F1 community the fan experience that it had been looking for. This approach disrupted the traditional sponsorship model by creating a branded event that was entertaining, participatory, and resonant with the sport’s premium image, all while staying true to Michelob ULTRA’s joyful ethos. Execution The execution of Lap of Legends flawlessly combined a ground-breaking interdimensional race with immersive in-person activations. While Logan Sargeant raced against six F1 legends at Silverstone, 19 million viewers were immersed in this alternate reality with him on AMC, Roku, and BBC America. With 28 unique camera angles — more angles than any F1 race — the broadcast delivered cinematic-quality storytelling. For the first time ever, F1 fans got to experience a modern-day driver competing against the legends of the sport. To create the ultimate hybrid experience, we wanted to meet these fans where they were at: the Miami Grand Prix. Over the course of the weekend, the Williams Racing Fan Zone delivered immersive brand experiences, exclusive giveaways, and interactive displays that gave fans an intimate look into our race. Social media and digital platforms amplified the hybrid experience, featuring behind-the-scenes content, polls, and fan challenges. This multidimensional execution redefined experiential entertainment, making Lap of Legends more than just a race — it was a cultural moment. Results Lap of Legends shattered expectations, demonstrating the power of hybrid experiential marketing. +6.52% YOY sales from May-June 2024 +16% more buzz than Heineken (the premier beer sponsor of F1) Unlocked $10M in added media value – covering its production costs entirely Michelob ULTRA Miami Fan Zone achieved record-breaking success, with +19% revenue growth compared to 2024 averages during the Grand Prix. 865.1 MM PR Impressions 100% positive/neutral press coverage By creating its own hybrid event, Michelob ULTRA transformed how brands interact with F1, cementing its position as a premium, innovative disruptor.