Amsterdam music agency, Massive Agency, created The Takeover for Heineken International, an interactive music experience that gives the crowd at a Heineken music event the power to decide which tracks get played next.
It has just won Best Musical Event, Best B2C Event, and beat over 270 contenders to win the Best Creative & Innovation category as well at EuBea festival, the annual awards that has been celebrating the best in events and live communication for over a decade.
MassiveMusic Amsterdam developed the idea from the early stages in both a creative and technical capacity. In The Takeover, every member of the audience receives a voting device on the Heineken bottle they’ve bought purchase, and this 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.
The Takeover was applauded for its unique strategy in being both an integrated part of the show and also a key entertaining feature of the night. It was also effective in driving on-site sales and event attendance.
Despite the multi-faceted nature of the project, MassiveMusic developed a simple and practical control function, that enabled all functions – the music, visuals on the screen and the light show – to be synchronised and run from just one laptop.
The model will be offered in various markets next year.
Luc van Stiphout, account director at MassiveMusic, commented, “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 realise 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, added “We realise 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.”
Credits
Concept & Creative: MassiveMusic
Account director: Luc van Stiphout
Account Manager: Ebony Tuasela
Music supervision: MassiveMusic
Technical development: Showsync
Content design & production: Westframe
Animation: Boompje
Client: Heineken International
Global sponsorship manager: Roeslan Danoekoesoemo
