Rather than being a sponsor of a big music event, Heineken decided to host its own online music festival. Were it not for social media, creating a 24-hour event with over 200 live performances and more than 100,000 attendees would seem impossible. However, the brand's Tweet Cover Fest was developed as a way to take the stress out of planning and organization, while also turning fans into the stars of the event.
In order to become part of the experience, people on Twitter were required to use their 140 characters to dedicate a song to another user. These short messages were then turned into songs, which were recorded as six-second Vine videos and shared in real-time with people on social media. As well as being instantly gratifying, the personal dedication also provides the ultimate festival experience.
Social Music Festivals
Heineken's Tweet Cover Fest is an Interactive, Online Music Festival
Trend Themes
1. Online Music Festivals - As technology advances, there is disruptive innovation opportunity for brands to create their own online music festivals that allow for a 24-hour event with live performances and fan engagement through social media.
2. Interactive Brand Activations - By creating unique and interactive experiences, brands can better connect with their audience and turn them into stars of the event, promoting brand loyalty and fan engagement.
3. Personalized Fan Experiences - Brands can leverage social media to allow fans to dedicate songs or other content to each other, making them feel directly involved and creating a personalized festival experience.
Industry Implications
1. Beverage - Beverage companies can use online music festivals to promote their brand and connect with their audience, while also creating a unique opportunity for product placement and sponsorship.
2. Entertainment - The entertainment industry can take note of Heineken's Tweet Cover Fest and create their own online events that leverage social media and personalization to better engage with fans and promote content.
3. Technology - With the help of technology, companies can create more immersive and interactive online festival experiences that allow for fan engagement and personalization.