Unlucky 13? Please. Heineken isn't superstitious as it returns for the thirteenth year as the exclusive malt beverage sponsor of the Coachella musical festival.
"Coachella is our longest-running music festival partnership," says Pattie Falch, director, sponsorships & events, Heineken USA. "Over those 13 years, Coachella has grown and evolved and so has Heineken’s relationship with the festival."
This year, Heineken's sponsorship is the biggest yet with the debut of the Heineken House, an exclusive area with art, food, and musical performances. The Heineken House, says Falch, "is dedicated to creating a unique and engaging consumer experience that reflects the spirit of both Heineken and the festival by engaging relevant passion points of festival-goers – music, food and art."
Heineken is setting up this hub on the terrace inside the main entrance lobby across from the Mojave tent. It's free to enter, but visitors pay for food and drinks.
The Heineken House -- open both weekends of the festival -- April 11-13 and April 18-20 -- features exclusive music collaborations -- think Outkast and Girl Talk or Skrillex and Lorde -- that will be unveiled throughout the festival via Snapchat.
Heineken and Snapchat will “snap” hints to those connected to HeinekenSnapWho.
In addition, the Heineken House will host the "World Fusion Bar" that serves Heineken Lager, Light, and Dark, as well as specially created Heineken beverages, like beer with freshly pulled herbs like lemongrass, mint and chili pepper.
An LA-based chef and former music producer known for his innovated donut creations will serve unique culinary creations. And a renowned Brooklyn-based artist will create live art at the Heineken House using consumers’ Instagram photos tagged with #HeinekenHouse.
At the same time, Heineken's Coachella presence expands beyond this exclusive gathering. The beer brand will once again offer Cold Storage allowing attendees to store and chill their up to two cases of Heineken beer at a time. And an online sweepstakes invites festival-goers to win a VIP luxury camping experience during the festival.