PROJECT TYPE: FESTIVAL ACTIVATION
EVENT: Outsidelands Festival 2017
Commemorate the 10th anniversary of Outside Lands with a brand new, only provided by Heineken experience contained within a new Heineken House structure that will attract increased attendance and drive a lift in Heineken sales within the structure vs. 2016
Develop a new Heineken House that’s never been seen at Outside Lands that provided a new dance floor experience putting our top-level DJ’s in the middle of the action in a rotating DJ Booth. Apart from the increased real estate for dancing, we created two custom bar areas within the house and risers running the length of the interior to provide an elevated viewing experience complete with charging stations and drink rails. As an enhancement to the Heineken House we continued the tradition of booking an impactful Pop-Up Performance on our side stage featuring Big Boi of Outkast fame.
Heineken sales in 2017 were up 30.8% vs 2016.
Attendance rose by 8.6%, but more impressively we tracked an average stay of 36 minutes per guest.
Consumer engagement, courtesy of a This One Is On Us water station and Old School Snapchat activation, increased an incredible 423%