THE CHALLENGE
We had just 7 weeks to create a fan experience unlike anything Heineken has ever done. Our mission was to amplify Heineken’s involvement at the Ultra Music Festival by bolstering their online and on-site presence, and we decided Instagram was the perfect tool. Instagram gave fans a chance to compete against other festival-goers while leveraging Heineken’s sponsorship of this influencer-filled festival. Fans contended for an exclusive prize which required consistent engagement throughout the weekend. We ultimately created a responsive website for mobile, desktop, and tablet, a custom scoring platform, and loop for the 20’x15’ video wall and Heineken house entrance.
THE DESIGN
Understanding we would be competing for attention among the bright lights and loud beats, our intuitive approach highlighted the strong Heineken brand and channelled the energy of Ultra Music Festival through all elements. Our use of light, motion, and “freshness” effectively brought the user from the crowd at Ultra into the virtual Heineken world, whether user was on-site or the contest driven website.
Understanding we would be competing for attention among the bright lights and loud beats, our intuitive approach highlighted the strong Heineken brand and channelled the energy of Ultra Music Festival through all elements. Our use of light, motion, and “freshness” effectively brought the user from the crowd at Ultra into the virtual Heineken world, whether user was on-site or the contest driven website.
CONCLUSION
By creating a consistent look and channeling it through Heineken’s strong digital and physical presence, we were able to create something interesting and rewarding for festival-goers and online watchers. While drawing attention on-site to the Heineken sponsorship and the Heineken House at Ultra we simultaneously created millions of positive impressions online through Twitter, Facebook, Instagram and the support websites. It’s always a blast working with Wieden + Kennedy, but this one was ultra fun.
