The encyclopedia · Marketing & Brand · Marketing decision · 2024–2025
Michelob ULTRA raced a real driver against AI F1 legends
A real-vs-virtual Formula 1 race at Silverstone put data at the centre, earning 300M impressions and $10M in media value.
Michelob ULTRA · AB InBev
the move
F1's US explosion gave Michelob ULTRA a saturated sponsorship field dominated by logos, billboards and rival beer brands. FCB New York's answer was to stop sponsoring the sport and instead innovate on it.
Lap of Legends staged the first real-vs-virtual F1 race: Williams driver Logan Sargeant drove a physical car at Silverstone against augmented-reality avatars of retired legends, whose AI used his live telemetry and historical race statistics to respond dynamically. Fans followed on AMC, Roku and BBC America, with data visualisations and behind-the-scenes content on social.
The experience earned 300 million impressions and unlocked $10 million in media value that covered production. Michelob ULTRA's positive reputation among F1 fans rose 5.9%, revenue at its Miami Grand Prix fan zone grew 19%, and it sparked 16% more cultural conversation than Heineken. The campaign drew 31 finalist nominations at The One Show 2025 and won seven Gold Pencils.
why it works
- Data, telemetry and history, became the spectacle instead of a stat buried in a broadcast.
- AR avatars of legends gave nostalgia a live, competitive form.
- The event paid for itself through media value, not media spend.
what transfers
In a category crowded with sponsorship, compete by turning the sport's own data into an experience nobody else offers.
what came after
Lap of Legends became FCB New York's most-awarded work of 2025, with seven One Show Gold Pencils and 31 finalist nominations, and cemented Michelob ULTRA's premium position in US F1 culture.
references
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