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
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
Heineken presents ‘The Takeover’ (2016)
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