HEINEKEN - THE INTERACTIVE CONCERT BANNER
| Title | HEINEKEN - THE INTERACTIVE CONCERT BANNER |
| Brand | HEINEKEN SPAIN |
| Product/Service | HEINEKEN PRIMAVERA SOUND |
| Category |
C01. Online Ad |
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Entrant
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FCB SPAIN Madrid, SPAIN
|
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Idea Creation
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FCB SPAIN Madrid, SPAIN
|
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Media Placement
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STARCOM MEDIAVEST Madrid, SPAIN
|
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Production
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FCB SPAIN Madrid, SPAIN
|
Credits
| PEDRO SOLER |
FCB SPAIN |
EXECUTIVE CREATIVE DIRECTOR |
| PEPE GARCÍA |
FCB SPAIN |
CREATIVE DIRECTOR & STRATEGIST |
| MANUEL LÓPEZ |
FCB SPAIN |
HEAD OF STRATEGY |
| ALFREDO VAZ |
FCB SPAIN |
CREATIVE DIRECTOR |
| JOSE JIMENEZ |
FCB SPAIN |
ART DIRECTOR |
| CAROLINA TORRES |
FCB SPAIN |
COPYWRITTER |
| JULIA SANJUAN |
FCB SPAIN |
PROJECT MANAGER |
| ROSA MARTINEZ |
FCB SPAIN |
ACCOUNT MANAGER |
| PATRICIA URGOITI |
FCB SPAIN |
STRATEGIC PLANNER |
| SERGIO GESTEIRA |
FCB SPAIN |
COMMUNITY MANAGER |
The Campaign
We came up with the idea of creating the first interactive live concert on Twitter, where users could take control of the show’s intensity; so the greater the Twitter buzz, the greater the show’s richness. To celebrate the first show of the festival on Twitter, we teamed up with the festival itself and the music band The Vaselines.
Also, we reached a massive audience with an innovative BANNER placed on music websites that showcased the concert and Twitter’s interactions on real time.
This way, Heineken and Primavera offered for the first time a concert where the audience not only enjoyed the music, but also had the chance to be part of the show with their tweets asking for stage props like lights, smoke, fire, cofetti... Creating a real-time connection between the digital audience, the concert crowd and the band.
Creative Execution
We placed our banner where the Primavera Sound’s audience is on the Internet: music websites, concert ticketing, lifestyle and nightlife magazines. But also it was placed on two big mainstream websites like Huffington Post or El Pais.
Furthermore, we streamed the concert live on Twitter where the users could directly tweet and took control of the show’s intensity using our hashtag plus the prop #lights, #smoke, #fire, #conffetti, #encore…
Results in only 1-hour show:
+600K unique users watched the live video stream.
+500K total interactions with the banner.
+23M total interactions with our hashtag on Twitter.
+2.500 unique users tweeted during The Vaselines’ show.
#1 Trending Topic on Twitter.
Our target are clearly millennials interested in music and nightlife.