The Brief: Establish Twitch as the home for Heineken’s F1 Global Challenge—an online competition to find Canada's top F1 drivers who will compete for a chance to race against the one and only Max Verstappen.

The Solution: From The Sim To The Track

First, Live From The Sim: Heineken teamed up with popular Canadian streamers to hype the Global Challenge and guide Twitch users on participation. Broadcasting from their streaming setups and F1 simulators, they showcased the challenge of beating Max’s lap times.

Then, Live From The Track: The grand finale unfolded at Heineken’s Biergarten during the Montreal GP. Heineken hosted the finalists from across Canada for an intense face-off in an IRL live stream, with a Twitch streamer as host. The winner earned the chance to represent Canada at the final sim race during the Las Vegas GP.

Results: The world's first sponsored Twitch live stream from an F1 Grand Prix, the largest investment by a Canadian brand on Twitch, and the biggest IRL stunt ever seen on Twitch in Canada.