There will be plenty of marketers vying for attention around this weekend’s Formula 1 race in Las Vegas, but Heineken will be hard to miss.
The Dutch beer brand is not only the race’s title sponsor but it is lighting up the city with unique outdoor ads, including becoming the first beer brand to advertise on the Las Vegas Sphere. The takeover is meant to reinforce Heineken’s upscale positioning while driving trial of Heineken Silver, the low-carb, low-calorie beer for which the brewer has big ambitions.
Related: How brands are using the Sphere
Heineken’s ad on the Sphere resembles a spinning disco ball with panels that turn into ice blocks, before collapsing to reveal a can of Heineken Silver. The Sphere will be a major focal point of the Heineken Silver Las Vegas Grand Prix for both spectators and TV viewers on ESPN, with turns 6, 7, 8 and 9 encircling the new $2.3 billion venue from Sphere Entertainment Company. Ads will also line sections of the race course, which runs through portions of the Strip.