With multiple festivals and events popping up across the nation, brands, such as Heineken® and Red Bull® are taking traditional sponsorships to the next level by bringing forth unique experiences to take festivalgoers from passive observers to active participants. Rather than solely having their brand name announced as the titled sponsor, these companies are creating ‘interactive’ events to enrich consumer’s experiences while simultaneously integrating their name. Take a cue from these brands and you’ll be in business.
Since the Tribeca Film Festival has brought Heineken onboard for the sixth consecutive year as the official beer sponsor, other brands can benefit from their success to learn how to target consumers and leave a lasting impression.
Panels and/or Q&A Sessions:
Since people rarely interact during a movie, Heineken decided to bring the movie to life with their Green Room Sessions event. Aside from viewing the film, attendees are able to sit in a transformed Green Room with film-themed décor, staff uniforms, catering etc., to hear a host interview the cast and crew.
Brand Perks: This offers attendees a unique look into the film and a memorable experience, which will stick in the minds of attendees and target consumers.
Dakota Goldhor, Anna Margaret Hollyman and Onur Tukel and Nancy Schafer attend the Heineken Green Room Session during Tribeca Film Festival transforms the traditional Q&A into a social experience, taking guests from passive observer to active participant through film-themed decor, catering, and general ambiance on April 17, 2014 in New York City. (Photo by Craig Barritt/Getty Images for Heineken)
To offer a personalized touch, Heineken created a mix and mingle experience with the cast and crew so attendees can meet the actors firsthand.
Brand Perks: This sort of event shows that the brand has an edge and a presence that goes behind the general sponsorship. The once-and-a-lifetime opportunity makes their consumers feel special and lucky to be connected to Heineken.
Leveraging social media, Heineken and Tribeca Film Festival created an innovative way to involve fans by accepting 140 character film pitches on Twitter. A winner was selected and given their 15-minutes of fame in 15 seconds by producing their pitch idea into a 15-second short. The winner was invited to attend the premiere of ‘their short’ film at a private event during the festival.
Brand Perks: Engaging fans on social media are a great way to garner new followers and create an online presence aside from traditional journalist coverage. It’s also an organic way to get people excited for an upcoming event or the brand. Use specific Hashtags (#15SecondPremiere) and have fun with your followers.
Feedback and Voting:
As a passionate supporter of the film community, Heineken is also proud to sponsor the After Party of the critically-acclaimed film X/Y, starring America Ferrera, as well as the TFF Audience Awards and Wrap Party. Throughout the Festival, attendees will have the chance to vote for their favorite films by completing nomination ballots upon exiting screenings of films. Final results will be tabulated and announced during the official Wrap Party at Slate and concluding TFF celebration.
Brand Perks: Attendees are part of the decision-marking process, which shows Heineken trust their consumers. In addition to involving consumers, they keep the attention of the consumers throughout the entire festival til’ the end. This ensures the brand stays ‘top of mind’ with fans throughout the entire festival.