At Thursday night’s Heineken DraughtKeg launch, even the 90-second elevator ride up to the ninth floor venue was too long to be empty handed. So the brand made sure a keg station was situated in the elevator.
The August 16 event marked the launch of a brand new, $25 million ad campaign for the product, which hit shelves in late July. “We wanted to do two things with this event,” said Heineken senior brand manager Shane Hoyne. “Integrate the creative idea of the advertisements with the decor and also create an experiential environment, allowing guests to interact with the keg."
Event producer Tony Berger of Relevent turned the Xchange into a cutting-edge, futuristic setting with low, white leather seating and keg centerpieces in polished steel stations and tables. He also mimicked the marketing campaign by dressing models in the same futuristic outfits and platform heels shown in the ads, which were also projected onto the walls. The entire space was illuminated in Heineken-green.
Although Stuff magazine closed down earlier that week, a “Gearotica Gallery” sponsored by the publication featured the latest gadgets. But the 450 guests—mostly consumers—were too busy trying out the keg’s CO2 compressor and partying to the sounds of the Misshapes, the popular DJ ensemble for the new generation of keg drinkers. Actor Justin Long, best known as the Mac in the Apple ads, was there as a "special guest." He came, he took photos, and he hung out in a special V.I.P. area with his buddies.
The only alcoholic drink on tap was Heineken (and Heineken Light). Aside from that, there was bottled water and soda to wash down Match Catering's appetizers of grilled chicken paninis, beef negamaki, sping rolls, and pretzel sticks stuffed with chicken salad.
While it seemed like quite the men’s event, with scantily clad women, electronic gadgets, and an overwhelming supply of beer, Hoyne said that wan't the intention: “The crowd is a mixture of consumers and press, influencers and beer drinkers. We wanted a much broader audience, not just a group of socialites, a group of open-minded people who would use the keg."
The sleek yet vibrant event space offered plenty places to get a drink—and girls to show guests how.
Photo: Marion Curtis/StarPix
A handful of mod bubble chairs offered an alternative from the all-white seating. Heineken pillows were scattered throughout the space.
Photo: Marion Curtis/StarPix
Relevent designed keg stations to hold four DraughtKegs each.
Photo: Marion Curtis/StarPix
Women atop Heineken platforms danced to the Misshapes' selections.
Photo: Marion Curtis/StarPix
Stuff's Gearotica Gallery invited guests to play with a mix of high-tech gadgets.
Photo: Marion Curtis/StarPix
The Xchange's 10th floor terrace offered a reprieve from the clubby atmosphere downstairs.
Photo: Marion Curtis/StarPix
