• Fortune, Tuesday, April 17, 2012 10:40 AM

The three-day Coachella music festival isn't just an opportunity for brands to pass out free swag with company logos. Sponsors are experimenting with new types of brand advertising.

Heineken, one of the nine companies sponsoring the event, has a Cold Storage Room, where attendees can store up to two cases of Heineken in a cooler that can only be accessed with the owner's scanned thumbprint. Since Coachella attendees can't bring outside drinks into the venue, Heineken insures that it is the beer of choice for the thousands camping and partying at the event. "Heineken is always looking to improve the consumer's overall experience at any event or program that the brand is associated with," says Pattie Falch, director of sponsorships and activation, Heineken USA. Hyundai is screening its Re:Generation Music Project documentary there.

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