The brand saw an exciting opportunity to provide South Africans with access to world-class electronic dance music events. Having noticed worldwide, and in also in SA, that electronic dance events are growing rapidly in popularity with our target group, as they elevate music experiences to a sensory and surprising journey. These events are closely aligned to Heineken®’s view on experiences in general and specifically on music; unexpected, fresh and innovative.
For the summer of 2013 we will partner with the biggest, cutting-edge international electronic dance music events to hit SA’s shores. Through our new Heineken® Live Access music platform we will not only showcase the worldliness of music and uplift these music events with extraordinary and inventive activations.
Music fans will get access to these premium music experiences through earning Heineken® ‘stars’ as part of a novel Heineken® marketing campaign. Participating consumers will not only gain access to the music events but also to elevating experiences, music downloads, exclusive content and instant prizes. The events will be an exhilarating ride enhanced with state-of-the art digital interventions from interactive bars to light shows and mind-blowing VIP rooms.
Consumers will get their first taste of this music experience at the famous ‘Innerspace’ show, which is coming to the Coca-Cola Dome in Johannesburg on 7 September after successes producing more than 90 Sensation shows attracting more than a million visitors in over 20 countries since 2000. Now for the first time – and for one night only – South Africa will have the chance to experience the sheer size and scope of the Sensation ‘Innerspace’ spectacle and be part of this unforgettable dance phenomenon.