HEINEKEN MUSIC INSTAGRAM
Between 2014 and 2015, the Heineken Spain Instagram channel was activated, being the first brand in the country to created sponsoring content in Spain.
Thus, how Heineken managed to revitalize their Instagram profile based on a content strategy that fostered creative brand activations for the digital environment.
Work that made it possible for him to be awarded the Excellence Award on his Instagram Channel at the 2015 CdeC.
LIVE aMBASsADORS
The ambassadors were in charge of transmitting live through the Heineken Instagram channel their personal experience during the 4 greatest music festivals of Spain. The brand gave up its space to create personalized content.
ORGANIC CONTENT
Heineken continued its communication strategy by publishing organic content. Creating a post that made Heineken the benchmark for music sponsorship as a brand on social networks.
REAL TIME LIVE ACTIONS
Heineken connected with its public through creative actions where user participation was key to get engage and that the public recognized Heineken as one of the great sponsors of live music in Spain.
SOME OF THE CREATIVE CONTENT AND CAMPAIGN FOR INSTAGRAM
Throughout the year Heineken created creative actions that strengthened his role as the top sponsor of music festivals in Spain.
Created by the FCB Madrid: Alfredo Vaz, Pepe García, Mauro Rodríguez, Carolina Torres, Vicente Albert, Ana Gonzalez, Jose Holgado, Ana Amador, Julia SanJuan, Patricia Urgoiti, Rosa Martinez, Courtney Imel, Sergio Gesteira…
LIVE ACCESS concert
The premiere of "Road to DCODE by Supersubmarina" an alleged musical film by the band, was held. Once in the cinema, after a few minutes of projection, the screen fell to give way to a surprise performance of the band in the flesh, before the astonished gaze of their fans.
INTERACTIVE CONCERT BANNER
A concert by the Scottish group ‘The Vaselines’ which was broadcast live ‘streaming’. It was possible to combine the live musical experience with the digital experience of the public through social networks such as Twitter, who controlled the intensity of the live show.
promoted CONTENT
Heineken Spain was the first brand in the country to create sponsored content in Spain on Instagram.
LIVE INSTAGRAM VIDEOCLIP
Heineken presented the first video clip made live on Instagram: through their comments on the @heineken_es Instagram profile, followers of the brand became film directors for a day, directing the narrative of the video and marking the situations by that the leading band of the same happened.
LIVE posters fan les arts
Two days in a row live drawing session where music fans could ask illustrator Belén Segarra to create a personalized illustration based on their favorite bands’ lyrics theme.
HEINEKEN BONUS TRACK
Heineken® offered 5 intimate showcases by various groups at the festival as part of its Live Access campaign, with which it discovers a new way of experiencing live music. As private encores after their concerts, the international ones THE WOMBATS and IS TROPICAL, and the local ones LA HABITACION ROJA, SECOND, and FULL gave away some last songs in these showcases before a small audience.