PROJECT TYPE: FESTIVAL ACTIVATION
Reinvent Heineken House to appeal to a millennial audience by creating a memorable and environmentally conscious House Party experience at Coachella further positioning the brand as an integral part of the music festival scene.
Evolve the Heineken brand from old school to new school by designing, conceptualizing and creating a desert oasis – the “living room” of Coachella. We brought together the cutting edge technology of a sustainable dance floor that powered LED screens with a never before seen artist lineup featuring Diplo and Warren G among other West Coast hip-hop luminaries.
This new Heineken House concept brought in over 63,200 attendees throughout the festival.
The sustainable kinetic dance floor – the first of its kind at Coachella – converted crowd movement into energy providing power for Heineken House contributing to increasing consumer engagement by 235%.
In addition to our forward thinking technological consumer engagements, our innovative use of social media engagement with “Old School Snapchat” featuring Polaroid photos was tagged in over 5,400 pictures further cementing the brand’s image as a millennial connected brand.