Issue link: http://digital.copcomm.com/i/133302
BRAND BUILDING Desert Chill by Breanne DeMore E HEINEKEN FLEXES ITS MUSCLE AT THE COACHELLA VALLEY MUSIC & ARTS FESTIVAL PHOTO COURTESY OF HEINEKEN USA A simple fingerprint is all that's needed to access one's perfectly chilled beer at the Heineken Cold Storage service. very year, nearly 100,000 music lovers flock to the Empire Polo Fields in Indio, CA for the annual Coachella Valley Music & Arts Festival. As the heat of the desert sun radiates upon them, they clap, sing and dance their way through the three-day musical festival featuring more than 170 bands. As the official beer sponsor of Coachella, Heineken has been nurturing its relationship with the youth-driven event for 12 years. "It's the perfect fit for our brand," says Leanne Maciel, manager of Sponsorships and Activation for Heineken. "Coachella is hip, high energy and always ahead of the curve, just like our consumers." To prove itself to be the "Man of the World" brand that its ad campaign claims, Heineken shows up at Coachella with three main activations. First stop, the Heineken Light Pavilion, where festival goers are treated to a twice-chilled beer at a moment's notice thanks to Heineken's revolutionary custom tap pouring system—capable of serving more than 200 beers a minute. "We looked to Europe and their legendary music festivals as inspiration," explains Maciel. "We wanted to provide our consumers with the speed and convenience necessary to the festival setting without sacrificing the high quality that Heineken is so recognized for." Next up: the Heineken Domes. Imagine stepping out from oppressive desert heat into a cool, dark oasis with personalized light designs on the ceilings, a marathon of fantastic deejays and—most important— refreshing Heineken flowing. That's exactly what Heineken has created at Coachella—a European nightclub in the middle of the California desert. Air conditioning, free Wi-Fi (the only hub on the festival grounds) and cold beer might be the key words that get attendees into the domes, but infectious music, interactive iPads that allow attendees to paint their own designs on the ceiling and 360-degree video and photos will certainly keep them there. The last stop is the Heineken Cold Storage. Provided to those staying on the festival campgrounds, this free service allows attendees to conveniently store and chill their beer. Up to two cases of Heineken or Heineken Light cans can be inventoried, refrigerated and then retrieved at any time via fingerprint. As the sun sets, painting vibrant colors across the desert sky, the bands play on, the festival goers dance their hearts out and Heineken continues to enhance the experience of its loyal fans, while making thousands of new ones in the process. PHOTO COURTESY OF HEINEKEN USA The Heineken Domes keep the party going long after the sun sets. 46 / the tasting panel / june 2013 TP0613_042-79.indd 46 5/23/13 4:33 PM