Big events have become the nirvana of marketers: The perfect target audience, the perfect setting, minds being to open to marketing messages.
Most marketers waste that opportunity with big billboards, crappy giveaways, fly-over planes – you name it. Heineken did it right: Coachella is an all-age event in the Southern California desert. They have gated beer gardens to ensure that the pre-21 crowd doesn’t get the promoter in trouble. In order to gain access to the beer garden, you need to go to various ID Checks to get your prized wristband. As you can see on the picture above, the white wristbands include the Heineken logo. So what, you might say.
Think about it: Every time when 21+ attendees think about alcoholic beverages they see the Heineken logo, they have to show it to security to become part of the drinking crowd. And the under 21 crowd who desires to be part of the beer garden crowd regards the Heineken wristband as a symbol for their desire.
Does it work? I don’t usually drink beer at home. Back home Sunday night, I was looking through the fridge to find a Heineken. Worked for me.