PROJECT TYPE: FESTIVAL ACTIVATION
Re-invigorate the Coachella sponsorship and connect the brand to a younger millennial consumer.
Use music, art and technology to create the ultimate Coachella Heineken House experience. We developed an Old School/New School vibe throughout the Heineken House by bringing an epic line-up of iconic ‘90’s hip-hop lineup featuring Busta Rhymes, Snoop Dogg, Diddy and more!
An energy dance floor that utilized consumer generated energy to power up smart device charging stations, a ‘Grammable Moment in the form of a mural created by Hanksy and an iconic.
• Average stay in House of 42 minutes with constant lines to get in
• Equivalent of 1,850+ cases sold inside the House
• 19.2% increase in consumer engagement equating to 25,100+ interactions with our activities
• 72MM earned media impressions and improved social reach