Interactive music experience
Heineken presents: The Takeover! The first event in history where the crowd is in control of the music, simply by raising their Heineken bottle.
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, we developed the idea from the early stages in both a creative and technical capacity. Notable for its unique strategy in being both an integrated part of the show and also a key entertaining feature of the night, The Takeover was effective in driving on-site sales and event attendance. Despite the multi-faceted nature of the project, we developed a simple and practical control function, whereby all of the elements – the music, visuals on the screen and the lightshow - are synchronized and seamlessly run from one single laptop.
Following its overarching success this past year, the model will be offered in various markets in 2017.
“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.”
Luc van Stiphout, Account Director at MassiveMusic
Three EuBea Awards
The Takeover has scooped up three awards at EuBea festival. Held in St Petersburg on 13th-15th October 2016, the annual awards ceremony has been celebrating the best in events and live communication for over a decade. Our project won Best Musical Event, Best B2C Event, and beat over 270 contenders to win the Best Creative & Innovation category.
“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.”
Roeslan Danoekoesoemo, Global Sponsorship Manager at Heineken
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
‘Feel The Rhythm’, Def La Desh
‘What’s Going On’, Marvin Gaye
Making the cut