Heineken is Campaigning to Revive Miami Marine Stadium
Laura McQuarrie — September 9, 2016 — Marketing
Miami Marine Stadium was a legendary structure that used to host races, concerts and a series of other entertaining events—until Hurricane Andrew left the building devastated in 1992. Since that time, the abandoned building has become a haven for graffiti artists.
The National Trust for Historic Preservation set up a campaign on Indiegogo that's received tons of support so far, including backing from Heineken, which created an incredible stop-motion video of the artful stadium. The beer brand's involvement in the campaign ties into its 'Cities' campaign and invites the public to make Miami Marine Stadium a one-of-a-kind venue once more.
Beyond a video that's been shared to YouTube, Heineken also captured 360-degree views of the stadium that are available to see online in an interactive street view-style interface.
The National Trust for Historic Preservation set up a campaign on Indiegogo that's received tons of support so far, including backing from Heineken, which created an incredible stop-motion video of the artful stadium. The beer brand's involvement in the campaign ties into its 'Cities' campaign and invites the public to make Miami Marine Stadium a one-of-a-kind venue once more.
Beyond a video that's been shared to YouTube, Heineken also captured 360-degree views of the stadium that are available to see online in an interactive street view-style interface.
Trend Themes
1. Stadium Restoration - Reviving abandoned and historic stadiums for modern use
2. Crowdfunding for Restoration - Using crowdfunding to finance restoration projects for public venues
3. Interactive Virtual Tours - Creating interactive, web-based experiences to promote events and destinations
Industry Implications
1. Beverage - Beer and beverage companies can sponsor restoration projects to gain positive brand visibility and support a local cause
2. Tourism - Tourism industries can promote abandoned or underutilized venues and sites as unique attractions for visitors
3. Arts - Arts organizations can promote graffiti or other creative works associated with abandoned or underutilized sites as part of restoration projects
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