Long term Coachella partner Heineken added further tech wizardry and experiential gadgetry to its activation foe the 2013 festival.
April’s music extravaganza saw it official beer/malt beverage sponsor provide Wi-Fi for festival fans to interact with one another and update their social sites from inside its Heineken Dome.
It also gave dancers the opportunity to interact with the Heineken Dome DJs and the accompanying digital light shows and projections. Festival goers were able to control the visual content displayed inside the domes using iPads – thus creating their own personal artistic light show courtesy of Heineken Light.
This year’s Coachella Valley Music and Arts Festival 2013, which ran from 12 to 14 and 19 to 21 April, saw the Dutch beer giant leverage its rights with top DJs and incredible light shows in its branded owned, a festival-wide bottle green brand presence, plus the return of last year’s popular fingerprint-functional Cold Storage beer lockers too.
Select fans of Heineken also had the opportunity to upgrade all these experiences by visiting the brand’s Facebook page (www.facebook.com/Heineken) or following it on Twitter (@Heineken_US) and thus entering the chance to win added-value experiences.
Indeed, Coachella attendees who purchased one or more festival passes and one 12-pack (or the equivalent or larger) of Heineken were eligible to receive a $25 rebate by mail.
The full run down of 2013 Heineken Coachella activations includes:
Heineken Domes: immersive air conditioned domes (with drinking and dancing) featuring top VJs and DJs (with selected meet-and-greet events), 360º HD video and pictures of dome attendees projected on the ceiling surface and consumer-controlled iPad light painting and Wi-Fi.
Cold Storage: convenient, fingerprint-security, 24-hour access beer cold storage for campers.
Heineken Light Pavilion: beer brand’s largest high volume output festival beer bar complete with queue cool-off misting system
And for those who like their festivals tech-free and old-school and just want to drink the beer, then Heineken brought something for them too this year – a new high speed tap system that pumps 200 beers per minute at the Heineken Light Pavilion and throughout the festival.
Prior to the festival, Heineken also ran a ‘VIP Coachella’ Sweepstakes 2013 competition through March offering winners a VIP trip to the Palm Springs event, plus travel and transport and Heineken branded goody bags.
‘Heineken is thrilled to continue our relationship with Coachella, which is a premiere destination for our brand loyalists,’ said Pattie Falch, Director of Sponsorships and Activation for Heineken USA. ‘As a partner for 12 years, we strive to create authentic experiences and services that embody the energy of Coachella, and enhance the festival attendee experience.’
Comment
Somehow Coachella is an event which seems to maintain its hype.
Some cynics might be weary about constantly hearing about innovation at the festival, while it’s fairly sponsor-heavy presence can be polarising.
Glastonbury may have been first, Roskilde might be bigger, while Bonnaroo and Bestival may have more indie credibility, but Coachella still boasts the glamour, the fashion (and the weather).
That’s why big brands, from Heineken to H&M, use it as a flagship for innovation and a platform for cool credibility and influencer engagement.
Links:
Sweepstakes Website
http://www.rsvlts.com/2013/04/17/heineken-coachella-festival/
Heineken Facebook
https://www.facebook.com/heineken
Heineken Website
Coachella Website
