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Heineken – Touch The Music

How can Heineken build on the Original Sound Experiments platform for Heineken Green Room to deliver another year of engaging content to their young male

INVOLVE Score

90%

Idea

Heineken already has a strong correlation with music and challenges consumers to experience music with all their senses-beyond just listening to it. Going into the second series of the Heineken Green Room Original Sound Experiments, we continued to own ‘the music meets technology space’ and design a second series that explores the sense of Touch through technology. More than just a typical dance event, the Heineken Green Room immerses party-goers in a sensory musical experiment driven by technology.

Approach

Immerse the crowd in the technology. Four interactive robots (Sonic Droids) were created and built by Untitled Project, each with unique ‘touch’ features of temperature, pressure, static and texture. We casted and choreographed a dance troupe to wear and own the robot suits for the live performances. The troupe ventured into the crowd at each event to dance around and take selfies with the crowd who could literally ‘Touch the Music’.

Results

 

Four 3m tall robots toured to 21 events in 19 cities across APAC
36,547 consumers directly ‘touched the music’
Millions of impressions across social channels

Memories Created:
 146488
Play Video
Heineken Arcade - Touch The Music - Static Droid 3
Heineken Arcade - Touch The Music - Static Droid
Heineken Arcade - Touch The Music - Static Droid 2
Heineken Arcade - Touch The Music - Image 1
Heineken Arcade - Touch The Music - Sonic Droid
Heineken Arcade - Touch The Music - Sonic Droid Pressure
Heineken Arcade - See The Music - Overview

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Heineken Arcade - Touch The Music - Static Droid 3
Heineken Arcade - Touch The Music - Static Droid
Heineken Arcade - Touch The Music - Static Droid 2
Heineken Arcade - Touch The Music - Image 1
Heineken Arcade - Touch The Music - Sonic Droid
Heineken Arcade - Touch The Music - Sonic Droid Pressure
Heineken Arcade - See The Music - Overview

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Lizi Hamer
Creative Director, Arcade
Arcade_logo
The logistics of activating a creative sound experiment in 12 APAC markets with unique cultural and language needs are beyond complex. A huge thank you for helping us craft and coordinate all the fine details to turn this idea into a high impact campaign

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