{"id":2328,"date":"2016-05-07T20:27:57","date_gmt":"2016-05-07T20:27:57","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2328"},"modified":"2016-05-07T20:29:52","modified_gmt":"2016-05-07T20:29:52","slug":"heinekens-latest-marketing-campaign-position-brand-closely-music-industry","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/05\/heinekens-latest-marketing-campaign-position-brand-closely-music-industry\/","title":{"rendered":"#LiveYourMusic &#8211; Heineken Tie Their Brand to the Live Music Industry"},"content":{"rendered":"<p><em><strong>Heineken are singing their way into a new #LiveYourMusic creative campaign in order to position themselves as the beverage of choice, within the live music sector.\u00a0 <\/strong><\/em><\/p>\n<p>Over the years the music industry has seen a number of brands promote and try to position themselves in the busy \u201clive music\u201d arena, so how will attaching the Heineken brand to this sector make them any different?<\/p>\n<h1>1) The\u00a0strategy<\/h1>\n<p>Music festivals and outdoor events are becoming more and more popular with a wide range of people now travelling far and wide to listen to their favourite artist and simply be part of the live experience.<\/p>\n<p>For Heineken they saw this as a great marketing tool to tie their brand to.\u00a0 Help them grow in different directions and reach out to a different target audience.<\/p>\n<p>However, acknowledged by the music industry and Heineken, people now come to have the experience of the festival, \u201cthey come for the artist not the brand\u201d.<\/p>\n<h1>2) The New #LiveYourMusic Campaign<\/h1>\n<p>This has not stopped Heineken however, who are launching a full global campaign with the hashtag \u201cLiveyourMusic\u201d, which was created in partnership with Publicis Worldwide.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/53Ckuxjwy0Q\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>The campaign will be fully supported with TV advertising, as well as new special bottle designs and new packaging, which according to Marketing Week are to fit in with the music direction the brand is taking.<\/p>\n<p>Attaching your brand to anything whether this be a music event or even a person can have pros and cons.\u00a0 It can certainly raise your status, help you reach that hard to get target audience, but it can also fail.\u00a0 If the music event doesn\u2019t sell, if the acts are poor, if there is a negative event at one of these festivals \u2013 all of a sudden your brand, your logo and your name are associated with all of these things.<\/p>\n<p>Commenting in Marketing Week, Anuraag Trikha,\u00a0<a href=\"https:\/\/www.marketingweek.com\/brands\/heineken\/\">Heineken<\/a>\u2019s global brand communication director, said \u201cMusic has almost become the beat of how Heineken communicates and touches people around the world. It\u2019s also a great recruitment tool. When you want to get to the 25-year-olds around the world, music is the first place they go to and it allows you to be distinctive and credible, which is why we\u2019re there,\u201d he explained.<\/p>\n<h1>3) Brands and Music<\/h1>\n<p>For Heineken they don\u2019t want to be seen as just another promotion or sponsor for yet another music event.\u00a0 They want it to be long lived and to mean something.\u00a0 All in all, they want their brand to be able to tell its own story at these events.<\/p>\n<p>So by taking advantage of this new digital era, as part of their campaign they\u2019re providing people at festivals with the opportunity to choose the next song in their new activation called \u201ctakeover\u201d.\u00a0 According to Marketing Week through customised Heineken wristbands that can light up red or green and advanced camera technology, gig-goers can choose which song they want to hear next \u2013 the green or the red track. The chosen song will then automatically mix itself into the set.<\/p>\n<p>Heineken like many brands want to build an emotional connection with their audience and with music their aim is to make them \u201cfeel\u201d the music, whilst of course building their brand awareness.<\/p>\n<h1>4) Outcome<\/h1>\n<p>Heineken are still rolling this campaign out and we will see it in full swing come mid-summer.\u00a0 One thing is for sure, bringing technology into the equation and using this to the best of its ability will certainly make it more of a branding exercise rather than seen as a quirky marketing campaign.<\/p>\n<p>Only time will tell whether the experience of Heineken at music events was simply an experience or whether the brand managed to create the relationship it was looking for between itself and the music industry.<\/p>\n<p><em><strong>References:<\/strong> <a href=\"https:\/\/www.marketingweek.com\/2016\/04\/29\/music-is-a-difficult-beast-for-brands-admits-heineken-as-it-launches-global-music-focused-campaign\/\" target=\"_blank\">Marketing Week<br \/>\n<\/a><\/em><em><strong>Picture from the Youtube video.\u00a0<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Heineken are singing their way into a new #LiveYourMusic creative campaign in order to position themselves as the&hellip;\n","protected":false},"author":15,"featured_media":2334,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"Heineken\u2019s #LiveYourMusic Campaign Sees Them Tying Their Brand More Closely to the Music Industry","_seopress_titles_desc":"Heineken are singing their way into a new #LiveYourMusic creative campaign in order to position themselves as the beverage of choice, within the live music sector.","_seopress_robots_index":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[4],"tags":[554,367,13,553,551,555,556,552,30],"ppma_author":[757],"class_list":{"0":"post-2328","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"tag-liveyourmusic","9":"tag-beer","10":"tag-branding","11":"tag-festival","12":"tag-heineken","13":"tag-live-music","14":"tag-marketing-strategy","15":"tag-music","16":"tag-strategy","17":"cs-entry","18":"cs-video-wrap"},"authors":[{"term_id":757,"user_id":15,"is_guest":0,"slug":"amanda-w","display_name":"Amanda Wright","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Amanda-W.jpg","author_category":"","first_name":"Amanda","last_name":"Wright","user_url":"","job_title":"","description":"Amanda is a copywriter with over 10 years\u2019 experience in the world of marketing and communications.  With an effective and no nonsense approach, she can look at any challenge with a creative and can do attitude."}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2328","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=2328"}],"version-history":[{"count":6,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2328\/revisions"}],"predecessor-version":[{"id":2333,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2328\/revisions\/2333"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/2334"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=2328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=2328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=2328"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=2328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}