Heineken USA

Heineken National Distributors Conference
Heineken Does a 270

After many years of being in traditional theatres, in 2017 HEINEKEN wanted something new. So we went to the Dallas Convention Center and designed an immersive environment for their audience of 1,500 distributors and employees.

Inside the massive convention hall we created a room within a room where we could control the visuals, the auditory experience, the lighting and the overall feel. We created a “black box” that was 280’ x 300’ complete with bleacher seating in a custom 270° layout. The raked seating surrounded a massive 80’ x 40’ stage on three sides. We then immersed our audience in super high definition 4.4mm LED. The set featured a giant 40' x 60' LED wall in the center, and two 80’ x 16’ LED screens on the sides.

And, the piece d’resistance, the entire 80’ x 40’ floor was also LED!

Why all the LED? Well, HEINEKEN owns hundreds of brands and, as part of their conference, they present many of them. Each brand has a different look, feel, color scheme, brand identity, and personality. The encompassing LED allowed us to completely change the environment with the simple push of a button. And it was incredibly immersive, connecting the audience to the content and to the brands in a powerful way.

And make no mistake, this wasn’t like clicking through a typical Power Point presentation. Every single look was a full-canvas, 270° work of art that delighted the audience at every turn.

The three-sided seating created an intimate environment so the speakers felt very connected to the audience. The presenters walked unique patterns along the floor, presented in pairs, and even conducted panels from every corner of the set.

The entire audience was always either just a few feet from the presenters, or able to see their faces on IMAG, captured by one of our six cameras.

HEINEKEN’S messaging and personality shined through brilliantly as Execs chose music for each other, high-fived, hugged, playfully “interrupted” each other, and showed up in each other’s videos. This team is a family, and we made sure the distributor partners knew what an integral part of the Heineken family they are.

2016 Heineken National Distributors Conference
Our 24’ LED Heineken Bottles Looked so Good, Giants Wanted to Drink Them

With a portfolio of over 100 brands, and with distribution in 192 countries, Heineken is one of the most successful family businesses in history. For their National meeting of over 1,500 beer distributors, we took the Jacobs Music Center in San Diego and brought the Heineken brands to mouth-watering life.

Our multi-dimensional video wall was comprised of 3.4 Mil LED screens with an eye-popping resolution that made everything down to the condensation on the bottles look dimensional and realistic. We had rocket ships taking off, soccer balls flying around, and waterfall pools you could practically bathe in. These weren’t executive power points, they were works of art. And they blew the audience away. The set even featured a flying wall and automated band cart to get scenery and people on and offstage smoothly and quickly.

For the opening sequence, we partnered with the multi-media performance group Tell-A-Vision to create a rocking ode to San Diego that showcased Heineken’s presence there. On the second day, we brought Tell-A-Vision back to personify the points made in Heineken’s new sales material. What could have easily been a ppt snooze-fest turned into a character driven performance that made the ideas in Heineken’s “picture of success” literally come to life.

Beyond sales, however, this meeting was all about marketing. So to help the CMO make his point that “Heineken is everywhere” and to make good on his promise of the “the magic of Heineken” we brought in a magician to actually make the CMO appear, disappear, and pop up in unexpected places (including in the balcony, and “in” a video screen).

The brand managers had plenty of tricks up their sleeves as well, from the Dos Equis executive who entered in a space suit amidst flashing lights, clouds of smoke, and rocket liftoff graphics; to the throned entrance down the aisles of boxer and Tecate spokesperson Canello Alvarez; to the mock google hangout held between Neil Patrick Harris, Benicio Del Torro, and the Heineken brand manager.

All the brands came together at the Expo which we planned and coordinated with the executives and their partners. The expo created an environment that allowed each beer to have its own unique and individualized space, while at the same time demonstrating the overall strength of Heineken USA.

The accolades we received from attendees and executives alike were off the charts, and we are extremely proud of our ongoing relationship with this client whose product we serve regularly at our own in-office Arch bar. Cheers!