Cause sponsorship is of great interest, regardless of its relatively small size. That’s because corporate social responsibility has become an indispensable tool for brands looking to set themselves apart from the competition.
As I’m writing this in a coffee shop that just yesterday was the M&M Lounge, I can’t help but marvel at the high quality, ephemeral productions I’ve seen. Brands are paying top dollar for pop-up activations in the hopes of reaching a one-of-kind audience of brand marketers, advertisers, creators and the like.
By constantly innovating and adding brand value to the festival experience, Heineken is an avant-garde player in this type of activation. The brand succeeds in generating buzz well beyond the parameters of the event.
The beer brand often looked to the festival as an opportunity to try innovative new activations, and it was one of the first brands to consider the audience experience in its concept development.