Smirnoff #BEYONDTHEGRID

iris helped Smirnoff leverage its partnership with Sahara Force India with #BEYONDTHEGRID— an online content series that aims to break down boundaries in Formula 1 racing by detaching it from the glitz and glamour to make it “exclusive for everybody”.

As a brand that’s all about being anti-exclusivity, we recommended creating a content series that looked at F1 through the lens of the masses - those who love the sport but aren’t on the yachts of Monaco. Hosts Brad Wollack and Thalia Zucchi take viewers on the road with the team, offering a boisterous assessment of what really happens over the course of a race weekend by talking directly to the people under the helmets, behind the scenes and in the nosebleeds.

50%
50%
YouTube audience retention rate
59M
59M
estimated impressions generated on Twitter
2:03
2:03
minutes spent on site
1:16
1:16
Average video duration rate