Let’s move to Europe! Today I will be writing about Heineken.
I am so excited to discuss how the Dutch brewing company has integrated music into its marketing strategy. In my opinion, Heineken always chooses pretty good songs for its campaigns; catchy melodies and attractive people are a good combination for beer ads.
How does Heineken sound? Is the brand sponsoring artists and music events? Are there other activities promoted by the firm?
Music and Advertising:
Some examples of Heineken’s recent ads, the first one “The Entrance” was launched in March 2011, and had more than 4 million views in YouTube. Due to its success, the company launched “The perfect date” in May 2011, using a similar style.
Heineken sponsors a big amount of music events and Festivals around the world.
Heineken Open’er Festival in the Polish coast, the Oxegen and Ballyheigue Summerfest in Ireland, Heineken Red Star Access in USA or FIB in Spain are some examples of Live Events promoted by the brand.
Festival Internacional de Benicàssim (FIB) takes place in Spain every summer since 1995. Although the festival has been very popular amongst worldwide music maniacs, it has received lots of critics during the lasts years. Some people argue that the Festival is too much focused on British music tastes and has lost few fans. Additionally, its identity has substantially changed and it is not positioned as an indie festival anymore. Mainstream artists such as David Guetta are also part of its line-up.
Furthermore, rumors about a possible suspension began to circulate in September, due to the financial problems of Music Festivals PLC. Maraworld, its Spanish subsidiary has confirmed that problems have been solved and a new edition of FIB will take place from 18th to 21st of July 2013.
The Dutch company is also organizing the Heineken Live Project, a new series of gigs taking place in Cork, Dublin and Galway that tries to promote live music in Ireland. Heineken Live Project’s site offers more information and interviews with its performing artists.
In addition to advertisements and music sponsorship, Heineken is also investing in music venues.
Since 2001 the Dutch company together with Live Nation owns the Heineken Music Hall, a concert hall located in Amsterdam. The venue has a big hall of 3,000 m² with capacity for 5,500 spectators and a smaller one with capacity for 700 in which after parties are hosted.
It is the only venue designed especially for amplified music and has been nominated multiple times for the Pollstar Awards as “Best International Music Venue”.
Very important artist visit such venue, Rufus Wainwright and Florence + The Machine were performing there last weekend and Marilyn Manson + Rob Zombie, Deep Purple and a Red Bull SoundClash event will take place in December. This last show is a unique live musical experience promoted by the energy drink brand that puts together two bands with difference styles and sounds under the same roof. Red Bull SoundClash website: http://www.redbull.com/cs/Satellite/en_INT/Red-Bull-Soundclash/001242879501415
The acquisition of venues seems to be a smart strategy, rather than only sponsoring music events the firm is also trying to be a referent as a concert promoter. Its partnership with Live Nation is a guarantee of success.
For more information about Heineken’s promos and events
Heineken Red Star Access 2012 (USA) http://www.prnewswire.com/news-releases/heineken-usa-announces-launch-of-2012-heineken-red-star-access-tour-166242586.html
Heineken Live Project http://music-ie.heineken.com/#/
Heineken Music Hall http://www.heineken-music-hall.nl