By D. Channing Muller Posted May 25, 2010, 1:51 PM EDT
Heineken kicked off its summer Inspire tour in Miami this weekend with a two-day experience-based activation at the Moore Building. Produced by Relevent, the event saw 3,000 Heineken and music lovers stop by the design district on Friday and Saturday before it heads to Chicago, New York, and Los Angeles throughout the summer.
“Heineken was looking to do something different this summer and develop something that was more for the consumer and captures the essence of the brand,” said brand marketing manager Pattie Falch. “It’s not really a music concert, [but more of] a full experience for consumers.”
The invite-only event drew attendees by marketing on Facebook. Any consumer over the age of 21 that became a fan of Heineken and requested information on the Inspire tour received tickets to the activation in their city.
Relevent created various on-site activities that had consumers interacting with the Heineken brand. In one area, Fender representatives provided 15- and 30-minute guitar lessons. Attendees could also make their own silk-screened T-shirt with one of four Heineken designs.
A tasting area provided samples of the brand’s various beers, including its Heineken Extra Cold draft that serves the beer at 32 degrees. Certified cicerone (a.k.a. beer sommelier) Steve Riley gave tutorials on pouring the perfect beer.
Throughout the weekend eight DJs and acts like DJ Irie, the Cold War Kids, and Fabolous performed. The Inspire tour heads to Chicago on June 25 to 26.