HRC & TM Digital

About Project

Tourism Malaysia wanted to create a buzz around the winning spirit of the Formula One. Beehive suggested a partnership with Hard Rock Café for this activity. The campaign was developed into an on-ground promotion supported heavily by social media. An exciting contest was introduced for Tourism Malaysia in Hard Rock Cafés across India to promote F1 Malaysia Grand Prix.

What we did

Beehive meticulously planned the overall strategy for this project. Tourism Malaysia and Kuoni Travels were brought together and an innovative, engaging and interactive campaign was developed. The content on all social media platforms was high on energy and geared towards creating a buzz for the Malaysian Grand Prix. A month-long contest was launched on February 18, 2012 at Hard Rock Café. Tourism Malaysia, SOTC Sports and Malaysia Airlines collaborated on this project. The on-ground model was replicated with tremendous success in all the other Hard Rock Café outlets- Bengaluru, Hyderabad, New Delhi and Pune. Formula One was aggressively promoted on all social media platforms. Named the Fantastic F1 Contest, the competition played out in four phases. Fans could answer questions via a QR Code on the Facebook page, through the Twitter handle, on the Blog or through a You Tube page, to unlock the ticket.


The campaign yielded results far surpassing the clients’ original targets and expectations. There were 100 plus winners who won free tickets to watch the Formula One Petronas Malaysia Grand Prix 2012. The fan base on the Facebook page witnessed an explosion in numbers climbing from 14,889 to 33,090, a stunning 120% growth during the promotion period.

What's the buzz?

What's the buzz?

  • Beehive draws in a Design Bronze Spike

    Beehive Communications has won a Design Bronze Spike at Spikes Asia 2011 for their Sketch-A-Card creative.

Goafest Abby 2013 - Bronze award winner
Goafest Abby finalist – Art Direction
Client: Tourism Malaysia
Title: Malaysia Mega Bag
Category: Print