The Live Concert Banner

SPAIN - 2016

As the main sponsor of Primavera Sound Festival, Heineken wanted to celebrate the 15th anniversary of the music festival with a unique digital experience.
We came up with the idea of creating the 1st interactive concert on a banner, where users could take control of the Heineken stage show’s intensity through their tweets; so the greater the Twitter buzz, the greater the show’s richness.

We reached a massive audience embeding the banner on top websites that showcased the concert and Twitter’s interactions on real time.
This way, Heineken and Primavera offered for the first time a concert where the audience not only enjoyed the music, but also had the chance to be part of the show with their tweets asking for stage props like #lights, #smoke, #fire, #coffetti... creating a real-time connection between the digital audience, the concert crowd and the band.


Results in just 24 hours:

+600K unique users watched the live video stream.
+500K total interactions with the banner.
+23M total Twitter interactions with our content.
+2.500 participants in the live show.
#1 Trending Topic on Twitter.



WEBBY Finalist

Advertising & Media / Display
The WEBBY AWARDS (New York 2017)

Silver LOVIE Award
Online Advertising / Banners
The LOVIE AWARDS (London 2016)

People’s LOVIE Winner
The LOVIE AWARDS (London 2016)

Silver SOL Award
Display Advertising
Festival Iberoamericano El SOL (Bilbao 2016)

CdeC Special Mention
Club de Creativos de España (San Sebastián 2016)

Gold BEST Award
Online Advertising
The BEST Pack Awards (Barcelona, 2016)

Silver Inspirational Award
Digital Advertising
IAB Inspirational Awards (Madrid, 2016)