As part of The Takeover, the crowd at a Heineken music event is given the power to decide which tracks get played next. Every member of the audience receives a voting device on their Heineken bottle upon purchase, which can be activated at the push of a button to emit a green or red glow. By raising their red or green lit bottles in the air during voting moments, the audience chooses between two songs shown on a large screen. A special camera registers the votes and reflects the crowd’s choice on the screen in real-time, eventually mixing the winning song seamlessly into the set.

A refreshing approach to fostering audience participation and brand engagement, MassiveMusic Amsterdam developed the idea from the early stages in both a creative and technical capacity.

Luc van Stiphout, Account Director at MassiveMusic, says: “It’s been a blast working on this project, all the way from the drawing board to dancefloors across the globe. Every time I see those Heineken bottles light up and rise for the voting moments, I realize we developed a great experience that's really fun to partake in. It’s like a big joint cheers moment, over and over again."

Roeslan Danoekoesoemo, Global Sponsorship Manager at Heineken, says: “We realize live music lovers want to move across different genres and want to actively participate. The Takeover is a truly engaging interactive experience that builds on this, without being intrusive.”

Client: Heineken International
Responsible at client: Roeslan Danoekoesoemo, Global Sponsorship Manager
Account Director: Luc van Stiphout, MassiveMusic
Account Manager: Ebony Tuasela, MassiveMusic
Concept & Creative: MassiveMusic
Music supervision: MassiveMusic
Technical development: Showsync
Content Design & Production: Westframe
Animation: Boompje

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Comments (2)

  • Idongesit Akpan's picture
    Idongesit Akpan (not verified)

    Hello,

    I was really thrilled by your Heineken Takeover commercial. It was a great job.

    Please I like to know the name of the special camera you used for the voting and how I can get it. I will also like to know how to get the clickable wristbands with green and red lights.

    Thanks in advance for your kind assistance.

    Mar 14, 2017
  • Dabitch's picture
    Dabitch

    The technical development for this stunt was done by Showsync you should contact them as we are simply reporting on the event.

    Mar 14, 2017

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.