PROJECT TYPE: FESTIVAL ACTIVATION
EVENT: Ultra Music Festival
Leverage the success of the Heineken Warehouse Party from 2016 by elevating the consumer experience with new engagements, the introduction of the “Miami” bottle on our viewing decks and providing an unparalleled festival experience that appeals to domestic and international visitors alike.
Enhance the Heineken Warehouse Party with innovative consumer engagements including an interactive Digital Credentials Map that tracked the miles traveled to attend Ultra and a new consumer Water Station that reinforced Heineken’s responsibility message. Combined with our two-tiered viewing decks overlooking the WorldWide stage, we endeavored to transport festival-goers back to the roots of the EDM scene in unique and unexpected ways.
The visually captivating Warehouse attracted over 25,000 festival-goers and resulted in the sales equivalent of 535 cases of Heineken and Heineken Light sold. Apart from the tremendous sales achievements our consumer engagements resulted in an 11% increase of total participation vs. 2016. The innovative Digital Credentials Map tracked the true global nature of the festival allowing consumers to track the miles they traveled to get to Miami and share it across social channels resulting in a total of 4.7MM+ miles traveled to attend Ultra Miami.