Liquid I.V. Race House at the Miami Grand Prix
Liquid I.V.
Liquid I.V. came to us looking to kick off their Summer Brand Campaign by owning the cultural moment at the first US race of the 2024 F1 season through a take over of the Race House, an interactive moment for GA fans, sampling opportunities, photo moments, and more.
The team tapped into a few key insights that set F1 up as the perfect opportunity for a Liquid I.V. activation. One fun fact we learned is that F1 drivers lose up to 4-10 lbs of water weight each race due to the high temperatures within the cars. This combine with the heat of Miami made this a perfect usage occasion for Liquid I.V. Additionally, F1 Miami isn’t your typical race. It functions more as a festival than a typical sporting event. In addition to a Grand Prix, it’s a weekend full of parties, concerts, clubs, and fanfests. When you add a hot, humid Miami, dehydration will be one of the first things race fans are feeling, which leaves a key opportunity for Liquid I.V. to engage with consumers.
Touchpoints for race weekend included the Liquid I.V. Garage where guests experienced the training element of being an F1 driver by embarking on a test of their mental and physical agility through a start lights reaction time game. Participants received Liquid I.V. product based on their reaction speed and were encouraged to hydrate to improve their reflexes! The Race House was brought to life through vibrant graphics and engaging activities. Guests enjoyed all-inclusive hospitality and unobstructed views of the track and podium while they put their driving skills to the test with a fully custom Liquid I.V. branded racing game, snapped photos at F1 inspired photo moments, stayed hydrated with custom Liquid I.V. mocktails, and received liquid I.V. merch during our “DRS: Dehydration Reduction System” programing.
