HEINEKEN

PROJECT TYPE:  FESTIVAL ACTIVATION

EVENT:  Outside Lands Festival 2018 

THE CLIENT:

THE VISION 

Increase the impact of the Heineken brand to Outside Lands attendees in a vibrant and authentic fashion that drives attendance to House by Heineken, enhances brand visibility throughout the grounds and encourages real-time engagement and social sharing.

THE IDEA

Infuse dynamic creative, social engagements and DJ talent that resonate with the city and the festival crowd to create an experience that truly compliments the partnership. After introducing a new structure in 2018 we wanted to enhance the visual impact with an eye catching House exterior that popped from all over the festival grounds serving as a beacon to draw attendees. Once inside, we grabbed consumers’ attention and time with mobile charging stations, unique photo opportunities, and a patio with ice-cold Heineken. Our House Party continued to rock thanks to a plethora of DJ talent. The exclamation point of the weekend was an all-female Sunday lineup that was capped off by a festival stopping performance by hip-hop icons Salt-N-Pepa on our outdoor stage.

THE IMPACT

  • 10% of House by Heineken attendees remained in the footprint for a longer period
  • Increased House by Heineken beer sales by +19.6%
  • Elevated social media engagements around House by Heineken at OSL by +840%