Last weekend, the 17th annual Ultra Music Festival wrapped up in downtown Miami. The electronic music festival, which in recent years has drawn crowds of over 100,000, has become an unparalleled opportunity for brands to connect with live music fans.
We were lucky enough to be a part of the festival, teaming up with Heineken for an electrifying scavenger hunt. Here’s how it worked. Custom-made bottles, designed by DJs A-Trak, Junior Sanchez and Ryan Hemworth were hidden across Miami. Using #Heinekenhouse, the stars and Heineken tweeted out clues of the bottles’ locations.
Anyone lucky enough to find them was treated to an exclusive VIP experience.
— big hero 6 god (@ryanhemsworth) March 29, 2015
— Plantain Papi (@atrak) March 28, 2015
CBS brought it all to life with Power 96‘s on-air talent and digital assets — seamlessly integrating the station’s coverage of Ultra with the strength of multiple consumer touch points in Miami.
Heineken has been a staple of Ultra for years, setting up up their unique Heineken House where music fans can drink great beer from an even better vantage point. Every year, they up the ante.
“We know that getting in line for beer and being pulled away from the festival itself is something that people don’t want to do,” said Heineken’s Leanne Maciel, when the Heineken House debuted in 2013.”So we said, ‘’How can we keep them connected?’ This year, they’re allowing concert-goers to get behind the turntables and create their own DJ personas.
How will Heineken top themselves in 2016? The Altitude Group can’t wait to see!