The passion for music shared by consumers is the language that has to be used. The agency developed an integrated communication strategy, which includes the creation of trade support tools, POP material and a microsite dedicated to the promotion.

The dynamic includes different participation methods: instant win, to stimulate impulse purchase, a viral to strengthen the link with the brand and to emotionally involve consumers during the time period before the event and a VIP weekend to Heineken Jammin’ Festival for six people who have taken part in the online community.

Over 2,000 codes were entered via SMS and over 900 via the web in just 40 days.

Users have either created online communities or taken part in already existing ones: over 150 groups of friends and acquaintances signed up for the competition.

The winners set off from Milan for Imola for a VIP weekend: they were transported by a Heineken minibus, stayed in 4 star accommodations, received backstage passes and enjoyed 3 days of non-stop concert viewing from the stage. They were there in person for press conferences, sound checks and performances by artists such as R.E.M., Oasis, Billy Idol, and Garbage.