Lion has announced an Australian-first media activation, live streaming interactive billboards, to help its Heineken beer brand connect with consumers in the lead up to the Formula 1 Australian Grand Prix.

Lion has partnered with JCDecaux to create the billboards that use real-time video technology positioned in strategic high-footfall CBD locations in Perth (Murray Street), Brisbane (Reddacliff Place) and Sydney (Martin Place).

When the billboards go live, Heineken hostess, former ‘The Bachelor’ star and model Olena Khamula will interact with consumers, who will have to prove their worth to her to win a VIP Heineken Saturday experience at the 2017 Formula 1.

Heineken is supporting this activation, and the wider ‘More Than A Race’ campaign, with a significant brand investment.

Lion Australian marketing manager Nada Steel said: “This exciting and innovative media launch was the result of a collaborative process, working together to bring Heineken’s progressive brand values to life. We wanted to create an idea that would excite our audience and deliver an innovative and memorable experience for consumers.

“By bringing an Australian-first interactive live video stream media panel activation to the Australian public, we are confident of creating a high level of excitement worthy of launching our Heineken Formula 1 partnership.”