Doritos transformed its Formula 1 and Mercedes-AMG PETRONAS F1 Team sponsorship into a physical experience zone at the Istanbul Festival. The approximately 50-square-meter installation in Yenikapı brings racing simulators together with games and product tasting in a single flow.
The Doritos Formula 1 experience zone in Yenikapı. Source: Doritos / Faselis.
Visitors take part in driving on the racing simulators in the experience zone.
Motorsport-themed display in the activation area.
Sponsorship turns into a simulator
Visitors to the area can experience driving on professional racing simulators. The installation also includes surprise games and interactive points, while tasting is offered for the new Doritos Storm product.
The activation does not limit the global motorsport sponsorship to visual identity use. The fast-paced, competitive world of F1 is turned into a short experience that festival visitors directly participate in.
Placed in the 16-day festival flow
The Istanbul Festival is held at the Yenikapı Event Area between August 1–16. The Doritos area is programmed to remain open throughout the festival.
The brand states that it aims for the festival to reach more than 1 million visitors. This figure is not an achieved result but a visitor target shared in the press release.
