Keeping your beer cold and safe while at a music festival is a perennial challenge for music lovers. But Coachella sponsor Heineken has devised a simple solution.
The global beer brand introduced fingerprint-recognition fridge technology at the recent The Coachella Valley Music and Arts Annual Festival in the US in order to ensure that festive goers’ were able to keep their own beer safe during the event.
And for free too.
This innovative ‘secure’ utility enabled attendees to wonder around the various festival sites and shows relaxed in the knowledge that their own bottles and cans were both safe and cold and waiting for them on their return to the sponsor-backed Cold Storage Room.
The beer brand, one of Coachella’s official sponsors, set up the refrigerated utility in its branded green onsite tent at the very opening of the festival and offered music lovers the chance to store their booze by simply registering by scanning in their fingerprints.
The Heineken team then tagged and stored each person’s brew at a chilled 34Fwhile they were away watching a gig. Festival goers could then retrieve their beer at any point simply by having their fingerprints scanned again.
“We noticed that we could be a real asset to festival campers who need a solution to keep their beer chilled throughout the weekends,” said Pattie Falch, Director of Sponsorships and Activation, Heineken USA. “We are always striving to improve the consumer’s overall experiences with Heineken and are excited to bring the Cold Storage Room to enhance the Coachella experience.”
Another brand benefit offered by Heineken at the event was its offer to refund $25 to anyone buying a Coachella wristband and a 12-pack of either Heineken or Heineken Light.
Heineken has been a sponsor of the Coachella Valley Music and Arts Festival for more than 10 years.
It is also name sponsor of one of the festival’s stages – The Heineken Dome
Also, this year the beer brand ran a competition to win VIP tickets to the weekend event (including passes, airfare and hotel). Promoted largely via a print and online campaign, consumers cold enter simply via a website or enter via text to ROCKVIP 75309.
Coachella, Coachellafest or Coachella Festival is an annual three-day music and arts festival, run by AEG Live’s Goldenvoice;. It is held at the Empire Polo Club in Indio, California and features many genres of music, including rock, music, indie, hip-hop and electronic, as well as art (particularly sculpture).
The 2012 line-up included The Arctic Monkeys, The Black Keys, Dr Dre, James, Pulp, Radiohead and Snoop Dog.
As well as Heineken, this year’s sponsors included Hyundai, H&M, State Farm, Playstation, Red Bull, Music Unlimited and T-Mobile.
So simple it doesn’t even seem like marketing.
But anyone who’s been to a festival, especially a summer one, will admit that this is an effective and genuinely useful service.
This kind of ‘sponsorship as a service’ is an increasingly successful customer-focused strategy.