or its 13th year as official malt beverage sponsor of the Coachella Valley Music and Arts Festival, Heineken traded in its signature on-site domes for Heineken House – a hub where consumers experienced collaborations across music, food and art.
Visitors to the house had the opportunity to see intimate performances of unique artist collaborations, including Skrillex, Outkast, Lorde, Girl Talk, etc. Through its partnership with social photo messaging application Snapchat, Heineken engaged festival-goers in dialogue by ‘snapping’ hints about which musical acts were going to play together at the house. The brand snapped image clues of select artists who performed, and by replying and guessing the artist correctly, the fan was then sent an exclusive sneak peek on when that performance was happening. They could also be a part of the action via Facebook, Twitter or Instagram.
Heineken’s cold storage facility returned this year for campers to store and chill up to two cases of the beer in their own finger-print protected lockers. The house also hosted the ‘World Fusion Bar’ that served Heineken Lager, Light, and Dark, as well as specially created Heineken beverages, like beer with freshly pulled herbs like lemongrass, mint and chili pepper.
Chef and former music producer Mark Trombino served up donuts inspired by artists he’s worked with in his career whereas a Brooklyn-based artist created live art at the house using consumers’ tagged Instagram photos. Also, an online sweepstakes invited festival-goers to win a VIP luxury camping experience during the festival.