PROJECT TYPE: FESTIVAL ACTIVATION
EVENT: Coachella 2017
To create a true desert oasis at Coachella Arts & Music Festival while providing festival attendees with a best-in-class, eclectic musical lineup to attract a large audience during the two weekends of the festival.
Continue to position Heineken as a leader in festival activation by designing and building the “living room” of Coachella. We combined innovative technologies including a sustainable dance floor and consumer water station with a first-class musical lineup featuring the likes of George Clinton & Parliament Funkadelic, Grandmaster Flash, Bone Thugs & Harmony and an eclectic mix of EDM Artists to create a never-before-experienced festival destination.
The House and its impressive musical lineup allowed us to increase our overall attendance by 9% (68.9K) and Heineken House sales by over 12% over the course of the weekend. Additionally, the introduction of the “This One Is On Us” water station allowed festival-goers to stay safely hydrated during the incredible heat by serving over 650 gallons of water to parched attendees. Our best-in-class consumer engagements combining old-school (Polaroid snaps) and new-school (sustainable dance floor) technologies achieved an increase of over 11% participation.