Title	HEINEKEN CONNECT
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	A01. USE OF MOBILE TECHNOLOGY
Entrant Company	FCB SPAIN Madrid, SPAIN
Advertising Agency	FCB SPAIN Madrid, SPAIN

Name	Company	Position
Pedro Soler	FCB Spain	Executive Creative Director
Manuel López	FCB Spain	Head Of Strategy
Mauro Rodriguez	FCB Spain	Creative Director
Daniel Calabiug	FCB Spain	Creative Director
Carolina Torres	FCB Spain	Copywriter
Iñigo Andiarena	FCB Spain	Copywriter
Alfredo Vaz	FCB Spain	Art Director
Antía García	FCB Spain	Art Director

Creative Execution

That’s why we created Heineken Connect, an app that enabled you to stay constantly connected with your friends inside the festival through geo-location. Our tool was capable of connecting all of the festivalgoers, giving them real time information and enabling them to find each other, chat, comment, make new friends, get real time alerts… In order for our app to work smoothly, we also created the largest mobile Wi-Fi network in Europe, capable of servicing the whole festival, which was an area larger tan 52 football pitches.

Over 30.000 people downloaded and enjoyed the app at Primavera Sound alone. Over 5 million geo-locations were made, connecting millions of friends and enabling them to enjoy the festival together. In the end we added value and enhance the experience of the festivals we sponsored by focusing on our audience and their needs, turning Heineken into an enabler instead of just another big logo on the beer tent.

How can Heineken achieve greater notoriety and exposure at the music festivals it sponsors? As official sponsors of Primavera Sound we wanted our campaign to be truly relevant and engaging for festivalgoers. We wanted to enhance the festival experience. Our starting point was a Universal truth: “Sooner or later, you will loose your friends at any music festival”, and what’s worst at music festivals the network always gets overloaded and 3G always drops, making it almost impossible to find them again.