Overview:
Heineken tasked Little Giant to engage the multicultural youth market within the Philadelphia area with a brand experience that would leave each participant feeling like a V.I.P.
Execution:
A series of hyper exclusive concerts at intimate venues open to only Heineken Green Room card holders. The cards were available only via a 1 week contest prior to each concert. Credit card tickets have provided all access for the holder and a friend to see Black Thought (The Roots), Tanya Morgan, Pharoah Monche, with more to come.
The Heineken Green Room experience also provided V.I.P. access to special meet and greets at Ubiq, a local Philly sneaker boutique with The Clipse, Freeway & Gilbere Forte.
Results:
25 million impressions from blog mentions (pre and post event), innumerable twitter and facebook postings. Thousands of responses for tickets on website (contest only lasted 15 minutes each day) and responses for the Twitter contest.
