Enhance Heineken Premium Light’s presence at a music festival sponsored by Heineken. We created a Heineken “lighter” that the audience could download to their cell phones using Bluetooth. Transmitters around the concert sent a signal notifying Bluetooth capable phones in the audience that they could download a file from Heineken Premium Light. Music fans were also able to download their “lighters” from web banners advertising the event.We enlisted the help of the lead singer of the Grammy-winning band Black Guayaba. During the grand finale of the concert he asked the audience to download the file and raise their Heineken “lighters.” 10,000 fans attended the concert and 80% of them downloaded the “lighter”.The “lighters” are now a mainstay at all Heineken concerts.

We created a Heineken “lighter” that the audience could download to their cell phones using Bluetooth. Transmitters around the concert sent a signal notifying Bluetooth capable phones in the audience that they could download a file from Heineken Premium Light.We enlisted the help of the lead singer of the Grammy-winning band Black Guayaba, the headliner of the festival. During the grand finale of the concert, the lead singer asked the audience to download the file and raise their Heineken “lighters.”

The Heineken “Lighter” was a success. 80% of the 10,000 fans who attended the concert downloaded the “lighter.” The “lighter” is now a mainstay at all concerts sponsored by Heineken.