Zenith, Publicis Content and Heineken® have partnered to launch the Heineken® Chat Bot on Facebook Messenger, providing an engaging platform that invites consumers into the premium, innovative and exciting world of Formula 1®. The Chat Bot is part of Heineken®’s through-the-line Formula 1® ‘More Than A Race’ campaign, developed to open up the lifestyle of Formula 1®.
The Heineken® Chat Bot provides quick-witted consumers the chance to prove their chat is worthy of winning a VIP Heineken® Saturday experience at the Formula 1® 2018 Rolex Australian Grand Prix, where Apl.de.ap & Taboo of international super group The Black Eyed Peas will perform an exclusive Black Eyed Peas DJ set. Across three days, users will be introduced to the Heineken® Saturday Doorman, The Stylist, and Formula 1® legend David Coulthard, with the opportunity to win additional exclusive prizes.
During the first Chat Bot interaction, consumers will have to talk their way past the Heineken Saturday Doorman to win one of five VIP Heineken® Saturday Formula 1® experiences. Next, former Miss World Australia Erin Holland will pose questions about personal style, with the most creative and interesting winning a $1,000 G-Star RAW clothing voucher. Finally, Heineken® and Formula 1® ambassador David Coulthard will test consumers Formula 1® knowledge to win a 12 month digital subscription to men’s lifestyle magazine GQ. Major prize winners will be announced on Friday, March 16.
Damian Dabkowski, Heineken® Country Manager, Lion Australia, said: “We’re excited to launch the Heineken® Chat Bot as it will enable us to connect directly with more consumers than ever before. The platform allows us to introduce people to the world and lifestyle of the Formula 1® and drive national relevance of Heineken® Saturday.”
The Heineken® Chat Bot forms part of an extensive through-the-line campaign, including media investment across free-to-air and subscription TV, cinema, out of home advertising, digital and social.