Heineken House Immerses Guests in Latin Music
It’s all about access. As part of a new approach to its sponsorship of the Latin GRAMMY’s, Heineken’s event space Heineken House brought together Latin artists, media industry VIPs and consumers for experiences that gave everyone a behind-the-scenes look at the recording, creative and reporting process.
A highly targeted program, Heineken House was tailored solely to Hispanic consumers for the first time. The Media Lab also tapped into a trend toward more media-friendly interview spaces within consumer activations.
To reinvigorate its longtime sponsorship of the Latin GRAMMY Awards and target Hispanic male consumers, Heineken took over the Eye Candy Lounge, a high-traffic location within the Mandalay Bay Resort & Casino in Las Vegas and transformed it into Heineken House. Over the three-day activation, Heineken immersed visitors in the sights and sounds of Latin music through an array of activations and nightly programming.
At the Heineken House, guests were greeted by a brand ambassador and invited to check out experiences such as the Sound Lab, Heineken’s on-site custom built recording studio. During the day consumers would see award winning Latin music producer Toy Selectah and his sound engineer Frank “El Medico” Rodriguez collaborating with various music artists within this studio that was encased in Plexiglas. Outside of the studio, there were listening stations that featured information on the Sound Lab along with biographies on the producer and sound engineer.
During the day, the Media Lab provided media, p.r. partners and bloggers with a comfortable, dedicated lounge space to conduct audio and video interviews, network and focus on Latin GRAMMY’s coverage. Heineken provided amenities such as phone charging stations and food. The response to the Media Lab was so overwhelming that other rooms within the Heineken House were used for interviews, so one could find oneself only a few feet away from top Latin artists as they did interviews with top national media outlets such as Univision.
Projected above was the Heineken Star Wall, a live feed of Event2Pix photographs taken of consumers by brand ambassadors equipped with iPads. The evening programming drew in thousands and offered live performances from Latin artists as well as dj sets that moved the crowd all night long. The venue was so popular that it was constantly at capacity across the three nights.
Attendance increased by 28 percent, topping 3,500 guests throughout the week and included performances from 19 recording artists, including nine Latin GRAMMY nominees.