Understanding we would be competing for attention among the bright lights and loud beats, our intuitive approach highlighted the strong Heineken brand and channelled the energy of Ultra Music Festival through all elements. Our use of light, motion, and “freshness” effectively brought the user from the crowd at Ultra into the virtual Heineken world, whether user was on-site or the contest driven website.
The process was designed to flow from the user submission to the leaderboard in the shortest amount of time possible. With specific templates optimized for desktop, mobile, and tablet, as well as a 16x20’ onsite video loop, the user stayed constantly engaged with real-time results while the judges kept the entries flowing through the streamlined scoring and validation system.
By creating a consistent look and channeling it through Heineken’s strong digital and physical presence, we were able to create something interesting and rewarding for festival-goers and online watchers. While drawing attention on-site to the Heineken sponsorship and the Heineken House at Ultra we simultaneously created millions of positive impressions online through Twitter, Facebook, Instagram and the support websites. It’s always a blast working with Wieden + Kennedy, but this one was ultra fun.