Some details
Case Study: http://metajive.com/insights/company/heineken
For Ultra Miami 2014 - the largest electronic music festival in America – Wieden + Kennedy and metajive created an online and onsite fan experience for Heineken USA which rewarded fans with the chance to guest DJ onstage at the Heineken House.
Our mission was to amplify Heineken’s
involvement at the Ultra Music Festival by bolstering their online and on-site presence, and we decided Instagram was the perfect tool. Instagram gave fans a chance to compete against other festival-goers while leveraging Heineken’s sponsorship of this influencer-filled festival. Fans contended for an exclusive prize which required consistent engagement throughout the weekend. We ultimately created a responsive website for mobile, desktop, and tablet, a custom scoring platform, and loop for the 20’x15’ video wall and Heineken house entrance.Our goal was to evoke fan participation in both the digital and physical environments. We started by creating a simple 3 step user process, and bridged the gap between submission and results with a custom, straightforward judging platform. With so much action happening all around the festival, we knew the results and other information in the video loop needed to be concise and easy to comprehend, in addition to looking awesome.