HEINEKEN OUTSIDE LANDS ACTIVATION
THE BRIEF Develop an activation that will amplify engagement efforts around San Fransisco’s biggest local music festival - Outside Lands.
THE CHALLENGE With a ‘standard’ partnership that traditionally set its laurels upon VIP ticket give aways, we needed to find new ways to engage with SF consumers without forcing an expected ‘brand led’ marketing agenda.
THE SOLUTION With Outside Lands becoming a big player in the Bay Area’s green movement, we wanted to make sure our green bottle brand made in impact that went beyond the festival grounds in regards to sustainability efforts. With California’s on going battle to rebuild its natural terrain constantly threatened by forest fires, we knew Heineken had the opportunity to take environmental sustainability to the next level. We then discovered the nonprofit One Tree Planted and partnered with them to ask shoppers to help regrow Northern California’s forests one tree at a time. Simply donate $1 to plant one tree and Heineken would make good and match each consumer donation with a dollar of their own. With almost $24,000 in consumer donations this program proved to be our most successful west coast field promotion in years, giving over 46,000 trees back to Cali’s lands.
