Trend Hunter Chats with German about Heineken's Dream Island Experience
Tana Makmanee — April 7, 2015 — Marketing
References: heineken
Becoming a rock star and musician is certainly something that many people daydream about, but when it comes to facing reality, making that dream come true is often unrealistic. Helping a few lucky consumers realize their potential and reconnect with their abandoned dreams, Heineken gave people like German the surprise of a lifetime, by not only bringing him and his girlfriend Agustina to the sunny beaches of Thailand, but also by giving him the chance to live out his dream of playing a live concert. And you can check out how #TheDreamIsland experience all unfolded here.
Having had the chance to meet German and his lovely girlfriend before and after the big dream reveal, I was able to get some insight into what this whirlwind of an experience was like during that week full of endless surprises.
Q: Tell me a little bit about yourself. What do you do for a living?
German: I was born in Colón, a city of the province of Entre Ríos, in Argentina. Now I live in La Plata, where I finished college. I´m a Biochemist and work in a hospital.
Q: Why was your dream to play a concert?
German: I always liked music. I’ve played the guitar since childhood and even had my own rock band one year ago. As a child, I always dreamed to play a concert for thousands of people.
Q: Describe what the Heineken Dream Island experience was like.
German: The Heineken Dream Island was incredible! A memorable experience! I never felt so relaxed. I forgot the work, the worries, the world....
Agustina: We can’t explain what it was like in that moment we found out we were coming to Thailand. It is the perfect place, the perfect holiday. We were jumping around everywhere when we found out! This is actually our first time in Thailand or in Asia.
Q: What did you both feel when the dream was revealed?
German: Bewilderment! Surprise! I was very excited. I wanted to plug-in the guitar and play some music. Many memories came to my head. It really made me reminisce about the last concert with my band.
Agustina: On our way to the beach, we were wondering what the surprise could be. We created our own list of things that we thought might happen – maybe we would ride an elephant or go scuba diving - we couldn't imagine it would be something like what happened. We saw a banner with German’s old band name on it, two guitars, one signed with my name and a shirt with #1 fan on it. It was really emotional. The Heineken team even brought real musicians to play with German on stage. I got very emotional, it was that moment when you realize someone you love is reaching their dream, at least for one day.
Q: What did the experience of realizing German’s dream mean to you both?
German: It was a nice experience. The musicians were very nice to me and taught me new things about music and rock and roll. Playing a rock concert on an island in Thailand is something that I probably won't be able to experience again.
Q: What was the most memorable part of this Heineken experience?
German: I have hundreds of memorable memories of being on the Heineken Dream Island. It's difficult to decide just one! I think that if I had to pick, it would be the moment in which I saw the scene on the beach, the moment of the surprise. And of course, the Heineken message "Don´t let your dreams die."
Q: Did this experience inspire you to pursue your dream after you left the island?
German: Of course it has inspired me! This year I will begin to form a new rock band. I might not become famous but we will have so much fun! hahaha.
Watching German get the opportunity to not only collaborate with fellow musicians but also play a live concert on the beach was sincerely a heartwarming sight, and his excitement and appreciation for that magical week in Thailand is clearly exhibited in his wish for a Dream Island part 2!
Getting the chance to not only fly down to Thailand but also witness German and the other wonderful consumers live out their dreams was truly an amazing opportunity. The combination of heartwarming experiences, unexpected surprises and getting to meet a group of truly wonderful people made this week in paradise something I won’t soon forget.
Having had the chance to meet German and his lovely girlfriend before and after the big dream reveal, I was able to get some insight into what this whirlwind of an experience was like during that week full of endless surprises.
Q: Tell me a little bit about yourself. What do you do for a living?
German: I was born in Colón, a city of the province of Entre Ríos, in Argentina. Now I live in La Plata, where I finished college. I´m a Biochemist and work in a hospital.
Q: Why was your dream to play a concert?
German: I always liked music. I’ve played the guitar since childhood and even had my own rock band one year ago. As a child, I always dreamed to play a concert for thousands of people.
Q: Describe what the Heineken Dream Island experience was like.
German: The Heineken Dream Island was incredible! A memorable experience! I never felt so relaxed. I forgot the work, the worries, the world....
Agustina: We can’t explain what it was like in that moment we found out we were coming to Thailand. It is the perfect place, the perfect holiday. We were jumping around everywhere when we found out! This is actually our first time in Thailand or in Asia.
Q: What did you both feel when the dream was revealed?
German: Bewilderment! Surprise! I was very excited. I wanted to plug-in the guitar and play some music. Many memories came to my head. It really made me reminisce about the last concert with my band.
Agustina: On our way to the beach, we were wondering what the surprise could be. We created our own list of things that we thought might happen – maybe we would ride an elephant or go scuba diving - we couldn't imagine it would be something like what happened. We saw a banner with German’s old band name on it, two guitars, one signed with my name and a shirt with #1 fan on it. It was really emotional. The Heineken team even brought real musicians to play with German on stage. I got very emotional, it was that moment when you realize someone you love is reaching their dream, at least for one day.
Q: What did the experience of realizing German’s dream mean to you both?
German: It was a nice experience. The musicians were very nice to me and taught me new things about music and rock and roll. Playing a rock concert on an island in Thailand is something that I probably won't be able to experience again.
Q: What was the most memorable part of this Heineken experience?
German: I have hundreds of memorable memories of being on the Heineken Dream Island. It's difficult to decide just one! I think that if I had to pick, it would be the moment in which I saw the scene on the beach, the moment of the surprise. And of course, the Heineken message "Don´t let your dreams die."
Q: Did this experience inspire you to pursue your dream after you left the island?
German: Of course it has inspired me! This year I will begin to form a new rock band. I might not become famous but we will have so much fun! hahaha.
Watching German get the opportunity to not only collaborate with fellow musicians but also play a live concert on the beach was sincerely a heartwarming sight, and his excitement and appreciation for that magical week in Thailand is clearly exhibited in his wish for a Dream Island part 2!
Getting the chance to not only fly down to Thailand but also witness German and the other wonderful consumers live out their dreams was truly an amazing opportunity. The combination of heartwarming experiences, unexpected surprises and getting to meet a group of truly wonderful people made this week in paradise something I won’t soon forget.
Trend Themes
1. Rock Star Experience - Disruptive innovation opportunity: Creating unique experiences for consumers by helping them fulfill their dreams of becoming rock stars.
2. Dream Island Experience - Disruptive innovation opportunity: Developing immersive and personalized travel experiences that go beyond traditional vacation packages.
3. Emotional Surprise Reveal - Disruptive innovation opportunity: Designing marketing campaigns that surprise and emotionally engage consumers, strengthening brand loyalty.
Industry Implications
1. Music and Entertainment - Disruptive innovation opportunity: Leveraging technology and platforms to democratize the music industry, allowing more aspiring musicians to pursue their dreams.
2. Travel and Tourism - Disruptive innovation opportunity: Introducing unique and tailored travel experiences that cater to the individual desires and dreams of customers.
3. Marketing and Advertising - Disruptive innovation opportunity: Exploring creative and unexpected ways to surprise and delight consumers in marketing campaigns, fostering emotional connections.
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