PROJECT TYPE: FESTIVAL ACTIVATION
Reinvigorate the Heineken House experience to be more inclusive and offer the opportunity for a greater number of festival goers access to the brand’s incredible lineup and engagements.
Develop a new House Experience that tears down the four-wall enclosed structure model and embraces inclusiveness and a “something for everyone” ethos. Taking inspiration from classic Palm Springs architecture, the new House tied authentically to the area and created a true standing room only amphitheater feel with a main stage and 6 different bars to cut down on lines and speed service for our attendees. Also, new to 2019 was the creation of a beer garden experience surrounding the House that allowed Heineken to feature the depth and breadth of its portfolio and allow for increased attendance and engagement with our garden games and ‘Grammable photo moments. This beer garden served as the only area of the festival where fans could enjoy a cold beer and still see performances up close. Add in an incredible lineup and ice-cold beer and this new Heineken House surpassed even our greatest expectations.
Increased House attendance by 70% with the inclusion of the beer garden and increased capacity. The total attendance of 102k+ would place Heineken House among the top 10 FESTIVALS in the US (Complex Magazine report from 2015)
Realized an increase in House beer sales by 19.8%
213MM+ media impressions (earned, social and press release distribution) w/brand specific coverage from Vibe, The Source, People Magazine, USA Today and more