PROJECT TYPE: FESTIVAL ACTIVATION
EVENT: Outside Lands Festival
Capitalize on Heineken’s standing as a fixture on the summer music festival scene by combining impactful consumer engagements with a top-notch music lineup featuring iconic surprise guests to drive consumers to Heineken House.
Construct a dual-dome activation space featuring Heineken Extra Cold draught lines, consumer engagements and a funnel into the festival’s ultimate dance party powered by top West Coast DJ’s. Enhance the festival experience with the construction of a live performance stage with messaging designed to tease a surprise performance – a reunion of Too $hort and Warren G to perform their iconic track “Saturday”. With a continuing focus on innovation, we were also able to introduce Beer Pass – an app that allowed consumers to purchase up to 2 Heineken’s in advance to gain immediate entry to Heineken House.
Heineken once again cemented itself as a brand full of surprises by driving large crowds to the pop-up performance of hip-hop legends Warren G and Too $hort, which directly led to a 46.5% increase in Heineken House attendance vs. 2015. This increase in attendance and the excitement created drove an increase in total House sales of more than 15% and consumer engagement increase of 305%.