Heineken Archives - Event Marketer
Heineken’s Open-Air Concept Lures in Coachella Attendees
Heineken has been a Coachella sponsor for nearly two decades, and its Heineken House has been an event staple. But its 2019 activation was its biggest and boldest, thanks, in part, to an all-new beer garden. The brand created an 80-foot by 80-foot cantilevered, open-air shed that achieved several goals, including allowing more fans in...
The Heineken House at Coachella brings all the excitement attendees want at a festival
At an event like Coachella, considered to be the festival of the season, attendees are inundated with options on where to party, drink, dance and post for the world at home watching through social media. To cut through the clutter, Heineken went old school with its music choices while being tech-forward with its amenities. The...
Heineken Trades the Convention Center for Black Box Theater
WHY THE JUDGES LOVE IT: Heineken USA typically hosts its annual 1,500-person conference in a traditional proscenium setting. This year, the brand created a black box theater with bleacher seating within the Dallas Convention Center in a space surrounded by massive, full canvas, 270-degree LED screens and an 80-foot by 40-foot LED floor for presenters...
Heineken’s LED-Fueled Presentations Wow Distributors
With the beer industry losing market share to wine and spirits, Heineken needed to captivate its annual National Distributors Conference audience of 1,200 family-owned, multi-generational business owners gathered at the Dallas Convention Center. Ditching the classic proscenium theater arrangement and replacing it with a 270-degree, bleacher seating setup that immersed guests in three, super high-definition...