TENSION:‍

In the context of major sporting events, brands compete to capture attention and drive downloads. The challenge was not only to be present, but to design an experience that encouraged interaction, strengthened brand affinity, and generated new sign-ups.

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INSIGHT:‍

“If I’m going to experience the race, I want it all. A great view, good food, good music… and if I also get something extra for participating, even better.”

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SOLUTION:‍

We created a screening experience fully immersed in the Formula 1 universe, with giant screens, brand activations, welcome kits, live music, photo opp zones, and a curated food offering.

The access mechanic incentivized downloads and transactions in the app, turning the event into an effective acquisition tool. Mercado Pago didn’t just offer a sports event—it offered belonging, benefits, and a memorable experience for new users.