The Heineken House was onsite and featured surprise music collaborations, custom live art and unique food creations. By connecting on Snapchat with HeinekenSnapWho, festival-goers were able get some hints about those surprise musical performances so they could make sure to catch them before the crowds. The Heineken House featured the World Fusion Bar providing guests an opportunity to experience the classic beer with a new twist – Heineken Fusions with freshly pulled herbs like lemongrass, mint and chili pepper. Also featured will be one-of-a-kind culinary creations from an LA-based chef and former music producer known for his new take on an old favorite – custom creations that redefine what a donut can be – while a renowned Brooklyn-based artist will create live art at the Heineken House using consumers’ Instagram photos tagged with #HeinekenHouse. Heineken partnered with Brooklyn-based artist Michael Anderson. He curated a collage art installation with the help of festival-goers who tag their photos #HeinekenHouse. LA-based chef Mark Trombino – the Donut Friend also partnered with Heineken. Interestingly, Mark’s a former music producer who decided to follow a dream, sold his house to fund it and now makes crazy donut concoctions like these. (Photo Credit: Billy Farrell / Billy Farrell Agency)
Heineken hosted a similar activation during ULTRA Music Festival on March 28-30 at Bayfront Park in Miami. During that activation, The Heineken House featured DJ performances and premium views of the Worldwide Stage, along with unique photo opportunities, dancers and ice cold Heineken, of course. New to the Heineken House this year, was there were two elevated viewing platforms that were integrated into the Worldwide Stage, providing guests premium views. Then, in a first for ULTRA, the Worldwide Stage was be “flipped” on Sunday (March 30), as two international DJs – Justin Oh and DJ Koo – performed live from the Heineken House.
“ULTRA MUSIC FESTIVAL in Miami is like the world Olympics for artists and DJs,” said Justin Oh. “My first ULTRA experience was as a fan, and to now travel half-way around the world to showcase my music there is pretty awesome.”
Also new this year, festival-goers can become part of the action through “FestivalFamous,” Heineken’s challenge to fans to experience as many DJs as possible. By taking the closest photos of the most acts during the festival, and sharing via their personal Instagram account tagged with #HeinekenHouse, one winner will have the opportunity to join one of the DJs on stage – in front of thousands of fellow fans – to maximize the ULTRA experience.
