Burn signed a partnership with the Lotus F1 Racing team in 2013. Burn’s brand message is to inspire people to live in a “free state of creativity”, challenging norms without fear or boundaries, in pursuit of creative expression.

We decided to make Burn a catalyst for creativity in the Formula 1 space, infusing this often traditional sport with the urban art and disruption the burn brand is known for.

We brought together sports, music and entertainment to inspire fans and infuse F1 with youth culture while building on the connections burn already has in electronic music, street art and action sports.

We launched "burnYard", a series of events around Grand Prix races that combined EDM, street art and F1 at the center. Burn commissioned an international collective of street artists and skaters to design experiences in collaboration with F1 drivers which were the focus of the events and documented their collaboration.

International DJ Avicii was invited to the Lotus headquarters to get inspired to create a new track, released at burnYard Budapest. To reach fans locally, we took a Lotus F1 showcar on a multi-location tour, visiting customer locations to drive awareness. All of course wrapped in a robust social strategy.

All of the content generated on and off-line generated lots of buzz in the media, making burn content the most shared among F1 audiences. 400 pieces of global coverage were generated. There were 1.9 million views of campaign content and the #burnyard hashtag has been viewed 13 million times.

We brought together sports, music and entertainment to inspire fans and infuse F1 with youth culture to make F1 more relevant and magnetic to younger audiences.

We launched "burnYard", a series of events around Grand Prix races that combined EDM, street art and F1 at the center. Burn commissioned an international collective of street artists and skaters to design experiences in collaboration with F1 drivers which were the focus of the events. International DJ Avicii was invited to the Lotus F1 Team headquarters to get inspired to create a new track, released at burnYard Budapest.

To let fans taste the speed of F1, we offered iRace, a unique fan experience at the Lotus Team test track. To reach fans locally, we took a Lotus F1 showcar on a multi-location tour, visiting events and customer locations to drive awareness. All of course wrapped in a robust social strategy.

Building brand love / awareness / galvanizing the Coca-Cola System

400 Pieces of global coverage.

1.7 million views of campaign content (delivered without media spend) reaching over 90 million fans.

The #burnYard hashtag has been seen by over 13 million people. $6 million in PR value for burn.

Increased Twitter followers by 140% and Facebook engagement rate by 45x

New car branding increased TV exposure by 4x, making burn the #2 most visible brand amongst all Lotus sponsors.

Creating Brand Value

23 of TOP 30 countries activated around the F1 sponsorship (19 countries with in-store displays, 10 countries with limited edition Lotus F1 burn cans).

Volume of sales increased during the F1 activation period in all markets that activated the asset on pack.

The burn showcar visited 12 countries over 34 weeks, reaching over 1.5 million people – sales grew up to 600 % in participating stores.