THE ASK:

Create the most prolific Heineken House at Coachella by delivering top notch musical talent, a premiere sampling program for the newly released Heineken 0.0 and increase foot traffic at the new footprint location. 

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THE SOLUTION: 

• Produce a revamped amphitheater structure that literally tore the walls down of the House and created a more inclusive environment for festival goers and eye-catching design for social content

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• Leverage the festival’s 20th anniversary as inspiration for a mind-bending lineup that fused main stage + indie acts from the past, present, and future such as Pete Tong, Sandra Collins, Jauz, DVSN, and The Roots as headliners to capture the ears and hearts of the Coachella music community 

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• Curate an all new beer garden experience complete with premium bar displays, engaging lawn game activations + influential brand ambassadors to provide a grand introduction for the new zero alcohol beverage - Heineken 0.0

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THE RESULTS:

• 218M+ PR Impressions

• 100K+ House Attendees

• 7K+ Heineken 0.0 Samples

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"If it weren't for oscillating spray fans dispersing cool mist across the dense crowd, the inside of the Heineken House would feel like a sweatbox - bodies entranced by the boom and bass of old school hip-hop swayed from side to side...Cold Heinekens sloshed around...but everyone was too busy jumping around to the transition of each song, broad smiles abound, to notice. That's exactly how The Roots like it."

- VIBE

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"Holding things down for Day 2 at the Heineken House stage, The Roots' frontmen ran through a bevy of their hits to creat the atmosphere of a funk/soul-themed day party that extended well into the night, assisted by jams, libations and the new Heineken 0.0 which is pretty refreshing and suprisingly alcohol-free."

- The Source

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