[CLSTR]
< Back to situations

Monitor this situation.

[SITUATION] · [QUIET] · [CULTURE]

2 clusters · 4 sources · 8 days · First seen · Last updated

Formula 1 brand promotions in South America

Overview

Global brands are launching promotional campaigns across South America to connect consumers with Formula 1 racing.

In Ecuador, activations include an exhibition of a McLaren Mastercard Formula 1 Team MCL40 replica at Scala Shopping, featuring immersive technological setups such as audiovisual mapping and a surround sound tunnel. Additionally, KitKat is running the ‘El Gran Break’ campaign, which utilizes driving simulators to offer five Ecuadorian consumers the chance to win a trip to the 2026 Formula 1 São Paulo Grand Prix in Brazil.

In Peru, Heineken has introduced the ‘Los fans tienen más amigos’ campaign. Running from mid-September through November, the initiative offers prizes including all-inclusive packages to attend races in São Paulo or Miami, electronics, and home viewing kits. The campaign also includes a ‘Lima Paddock’ event held during the Las Vegas Grand Prix broadcast.

Entities

KitKat · Quito · Mastercard · Heineken · Heineken Perú

Timeline

  1. [CULTURE] 2 sources
    Formula 1 brand promotions launch in Ecuador and Peru

    KitKat and Heineken are launching promotional campaigns in Ecuador and Peru, offering fans chances to win trips to Formula 1 races in Brazil and Miami.

  2. [CULTURE] 2 sources
    Formula 1 experiences arrive in Quito, Ecuador

    Formula 1-themed immersive experiences are coming to Quito, featuring a McLaren MCL40 replica at Scala Shopping and KitKat driving simulators with prizes for the 2026 São Paulo Grand Prix.

Sources

confirmado.net · cre.com.ec · elnuevotiempo.com · jcmagazine.com