F1 GP City Matcher
A transmedia fan experience for Heineken and Formula 1 that connects digital interaction, social storytelling, live trackside activation and brand presence into a unified system that extends the emotional experience of race weekends beyond the circuit.
The idea transforms F1 fandom into a personal narrative: every fan is matched with a Grand Prix that reflects their personality, energy and behavioural patterns.
FANS PART OF THE SHOW
A multi-platform experience designed to engage fans before, during and after race weekends across digital, social and physical environments.
DIGITAL EXPERIENCE / APP & PLATFORM
An interactive web experience that matches fans with their “F1 city identity” based on instinctive questions and behavioural inputs. Each result connects users to a specific Grand Prix such as Monaco, Monza or Suzuka, each framed as a distinct personality and cultural world.
The platform acts as the central narrative hub of the system.
SOCIAL CONTENT ECOSYSTEM
Each Grand Prix archetype becomes a content stream, generating shareable identity-driven assets for fans to express their match across social platforms.
ON-GROUND /ACTIVATION
A physical brand experience located at race venues where fans can discover their GP match in real time, interact with the experience, and generate personalised content tied to the event they are attending.
PR & CAMPAIGN ACTIVATION
A layered rollout combining digital teasing, influencer participation, fan-generated content and race-weekend amplification across multiple markets, extending the reach of the experience beyond the circuit.
