Red Bull Racing × Honda 2021 Activating Campaigns & Sponsorships
Activating an F1 partnership for US fans
Dutch Interactive Awards nominee
The US Grand Prix in Austin is one of Formula 1’s biggest weekends with American fans, and Honda’s partnership with Red Bull Racing gave it a natural moment to show up. The brand also had a new car to introduce, the just-launched 2022 Civic Si, and needed a way to put both in front of fans.
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Honda’s partnership with Red Bull Racing needed to reach US fans around the Austin Grand Prix, and put the just-launched 2022 Civic Si in their hands while it did.
It is the kind of brief our campaign and sponsorship activations are built for: a sponsorship moment turned into something fans actively play, with the product woven into the experience rather than bolted onto it.
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EvoTrack is a free browser-based racing game on mobile and desktop. Players race as many laps as they can without crashing, collecting coins to unlock the next car and Red Bull Racing liveries across three courses: Circuit, Desert Trail and Neo City.
The new Civic Si shares the grid with Max Verstappen’s RB16B and the wider Honda Civic family, so the car fans came to see is the car they get to drive.
Racing the EvoTrack Circuit course
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EvoTrack launched the weekend of the 2021 US Grand Prix in Austin and ran as a four-week contest: a leaderboard that reset every week, with the top three scores winning official Honda and Red Bull Racing merchandise.
It was promoted across Reddit, TikTok and Instagram, meeting US fans on the platforms where they already follow the sport.
The screens
EvoTrack, free in the browser on mobile and desktop.
The film
The case film · 0:28
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