Heineken launches competition chatbot for Formula 1 event

Heineken Australia has launched a Facebook Messenger chatbot to give users the chance to win one of five VIP experiences to the Formula 1 2018 Rolex Australian Grand Prix’s Heineken Saturday.

Created by Zenith, Publicis Media and Momentum, the chatbot asks users questions including who will be headlining with a DJ set at Heineken Saturday and why you deserve to be one of the five winners.


The chatbot consists of three stages which will see users asked questions from the Heineken doorman, former Miss World Australia Erin Holland and Formula 1 driver David Coulthard.

The most interesting responses to Holland’s style-based questions will win a $1,000 G-Star RAW clothing voucher.

Meanwhile, Coulthard will test users Formula 1 knowledge and award the winner a 12 month subscription to men’s lifestyle magazine GQ.

Damian Dabkowski, country manager at Lion Australia, said in a statement: “We’re excited to launch the Heineken® Chatbot as it will enable us to connect directly with more consumers than ever before. The platform allows us to introduce people to the world and lifestyle of the Formula 1® and drive national relevance of Heineken® Saturday.

“The Chatbot is another example of how we continue to push the boundaries to deliver progressive marketing campaigns to connect with consumers in new and interesting ways.”

The VIP experience up for grabs includes flights, accommodation and VIP tickets for the winner and three friends.


  • Zenith: Media
  • Publicis Media Content & Space66: Chatbot Development
  • Momentum: Creative & Experiential
  • Red Agency: PR and social

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