MGM Rewards Shoey Bar
It’s one thing to watch a race. It’s another thing to taste victory yourself.
We brought thousands of Formula 1 fans closer to the sport they love
with an unforgettable toast to the sport that unites them.
In 2023, Formula 1 returned to Las Vegas for the first time since 1982. We knew MGM wanted to connect with fans on a higher level. So we decided to celebrate with them.
Fans who braved the line were able to score one of 3,000 custom numbered racing shoes made to toast their favorite driver with their favorite cocktail in a tradition popularized by driver Daniel Ricciardo. Above the roar of the race and the DJ’s tunes, fans shopped limited edition merchandise and recorded their experience in glorious 360° video against the backdrop of the historic Bellagio fountain for a race weekend they (and their Instagram followers) will never forget.
The results speak
for themselves:
12K total attendees
$42K total revenue
48.5 million social media impressions
1.3 billion media impressions
(We’ll drink to that)
Made with:
AD: Rob Arthur
CDs: Leopold Billard and Jordan Kramer