Vegas is no stranger to over-the-top events, but when F1 announced the Las Vegas Grand Prix, the stage was set for an internationally attended spectacle like no other. Endless packages flooded the market, designed to attract affluent fans vying for the best rooms, racetrack views and parties Vegas could offer.

But MGM wanted to stand out by providing a unique experience inspired by true F1 culture. Shoey Bar was born and the pop-up allowed fans the chance to taste victory by drinking their very own shoey (yes, this means pouring champagne into a racing shoe. don’t worry, they included a liner).

It became the LVGP’s most talked about brand activation, welcoming over 12,000 guests, generated over 1B impressions and $44K in revenue and even garnered a shoutout from Daniel Ricciardo, the man who made the Shoey celebration so iconic.