In 2013, Heineken, Massive Music and PixMob developed the Heineken Moment, an innovative take on brand experience. During five events sponsored by the brand, each participant was given an LED wristband that lit up together, turning the vast crowd into a green ocean.
- Lollapalooza, Brazil
- Star Club, The Netherlands
- Sensation, Taiwan
- Sensation, Korea
- Sensation, Thailand
As the sponsor of these events, Heineken wanted more than just a logo on flyers and ticketing. They wanted to share the stage with the world’s most famous DJs, and enhance the crowd’s experience.
To make the audience part of the show, each clubber was given a LED wristband at the entrance. They were not told what it was for, and were just asked to put it on. At the climax of the night, the DJ set off the Heineken Moment’s special tune and all the wristbands lit up at once, immersing the crowd in an ocean of green lights, the iconic Heineken colour. Thousands of enthusiastic hands in the air made for an epic social brand experience that resonated well beyond the venue walls.
For the brand activation, PixMob faced the challenge of a target audience that were fans of EDM, but not necessarily the Heineken brand. Thus, we needed a solution that was original, engaging and organic. The wristband activation proved to be exactly that.
Massive Music is the music agency for Heineken International. Heineken’s music strategy is all about involving the audience to create unexpected social experiences. For this partnership, Massive Music teamed up with PixMob to develop this brand activation that would turn Sensation fans into Heineken fans by entertaining them. The Dutch music team produced a special dance version of the brand’s music campaign title track.