Brand Activations at 200 MPH: Capturing Attention at the Formula 1 Miami Grand Prix

The Formula 1 Grand Prix raced through Miami while taking over the culture.

Nearly 275,000 fans packed into the Miami International Autodrome circuit for the 2025 Formula 1 Crypto.com Miami Grand Prix. Rain or shine, attendees showed up in force and maybe more so did the brands.

What once was a giant billboard fest of colorful ads and target messaging is now a full-on experiential playground. From luxury fashion houses to hydration startups, the brands that stood out created memorable and fun moments. And those moments are where the magic (and ROI) lives.

We reviewed every major activation at the event. Here's what you need to know — and more importantly, what you can take away and do with it to grow your brand.

🏁 The Standout Moves from the Track

LEGO: Brick Built Cars Gave People a Reason to Talk

LEGO stunned fans by rolling out life-sized, fully drivable F1 cars made of nearly 400,000 bricks. Each team had their own LEGO vehicle for the Drivers' Parade. Slow? Yes. Shared a million times? Also yes.

💡 Steal This: Think playful. Is there a quirky way to represent your brand physically? Build a conversation piece that earns attention by making people smile.

Alo Yoga: Bring Your Brand Energy into the Experience

Alo created a wellness oasis right inside the chaos of the track. Cryo chambers, guided meditation, and recovery sessions offered guests a complete sensory reset, all tied to Alo’s wellness-first brand.

💡 Steal This: Surprise your audience by creating contrast. If your environment is hectic, offer calm. If it’s quiet, bring the energy. Brand tone should be emotional.

Liquid I.V.: Let the Product Lead

Liquid I.V. hosted a hydration hub with a “mystery flavor” challenge that turned product sampling into a game. Guests who guessed correctly won prizes and a deeper connection to the brand.

💡 Steal This: Turn sampling into storytelling. Build a small interaction that draws people in, makes them curious, and gives them a memory of your product, service and brand.

Jack Daniel’s Garage: Merge Music, Culture, and Identity

In partnership with McLaren and Universal Music Group, Jack Daniel’s threw a high-energy party that blended live music, custom cocktails, and branded race cars in Miami’s Wynwood District.

💡 Steal This: Combine brand + passion point. What does your audience already love (music, art, food)? Build your experience around that, and they’ll show up for you.

🧠 What Small Brands Can Learn (and Actually Use)

This wasn’t just a weekend of glitz and budgets. It was a masterclass in brand behavior. Here's what you can adapt on a smaller scale:

1. Build Around Emotion, Not Just Product

Whether it's wellness, adrenaline, nostalgia, or curiosity, design moments that feel like something. Alo and LEGO nailed this.

2. Make People the Hero

Give them something to do, try, taste, or create. Let the customer interaction complete the activation.

3. Keep it Simple, but Make it Smart

Not everything needs a multi-level build. Even a clever guessing game (Liquid I.V.), an art-wrapped car (DART), or a branded cappuccino stir stick (Total Wireless) can hit if the concept’s right.

The Takeaway

The brands that stood out in Miami didn’t try to out-shout each other.
They created something people wanted to remember, talk about, and share.

That’s the challenge and the opportunity in every activation no matter your budget.

Because in the end, speed might win the race…
But experience wins hearts.