Heineken House Returns to ULTRA MUSIC FESTIVAL with New DJ Simulation Experience

Unique Consumer Interaction Enhances This Year's Heineken Presence

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Mar 24, 2015, 10:00 ET

WHITE PLAINS, N.Y., March 24, 2015 /PRNewswire/ -- Heineken®, the official malt beverage of ULTRA MUSIC FESTIVAL, March 27-29 at Bayfront Park in Miami, returns with the Heineken House for consumers, ages 21 and over. This year, the consumer journey through the house will include an electrifying atmosphere, personally connecting guests with an interactive DJ experience that fuels the global Electronic Dance Music phenomenon. Along with spectacular views of the Worldwide Stage, the Heineken House will feature unique shareable photo opportunities, and, of course, ice cold Heineken.

The Heineken House, returning to ULTRA MUSIC FESTIVAL, March 27-29 at Bayfront Park in Miami, will feature a unique DJ simulation experience, photo opportunities, dancers and ice cold Heineken.

The Heineken House will provide a premium experience by empowering guests to engage with EDM from a different and more meaningful vantage point – that of the DJ. Guests will bring the Heineken House to life, controlling the lights and a video wall through interactive touch screens. Attendees will each be issued an RFID wristband that will allow them to share photos and create their own custom DJ names. To complete the experience, guests will bask in the flashes of a virtual paparazzi wall that will create the effect of real, live paparazzi, and get energized by the sounds of cheering crowds.

"This year at ULTRA MUSIC FESTIVAL, we expanded the Heineken House to make it an even more interactive and legendary experience for fans," said Leanne Maciel, brand manager for sponsorships and events, Heineken. "As a long-time friend of the Electronic Dance Music community, Heineken is dedicated to providing unique opportunities for consumers to experience live music. Guests will become insiders as they assume the role of the DJs and take part in the action in a way they have never done so before."

The Heineken House will also showcase an art piece displaying ULTRA content from around the world from the DJ perspective in the shape of a globe. Additionally, fans will never miss a moment of the festival from the Heineken House as it will feature optimal views of the Worldwide stage and a first and second floor Heineken bar.

Also new this year, Heineken will host a scavenger hunt throughout Miami as part of a special collaboration with three music insiders including Junior Sanchez, A-Trak and Ryan Hemsworth. These three DJs came together with Heineken to create one-of-a kind, limited edition bottles that they personally designed. The bottles will be hidden throughout Miami and festival fans should follow Heineken (@Heineken_US) and the DJs (@juniorsanchez, @atrak, @ryanhemsworth) on Twitter to receive clues in true scavenger hunt style beginning on March 27^th, which will lead consumers to the bottles and a unique surprise.

To enhance the ULTRA MUSIC FESTIVAL experience with Heineken, please follow us on Twitter or Instagram, @Heineken_US, #HeinekenHouse, or visit the Heineken Facebook page, www.facebook.com/Heineken.

The last few remaining tickets for Ultra Music Festival are on sale and available exclusively at ultramusicfestival.com/tickets. For any further information on Ultra Music Festival, please visit the official website at ultramusicfestival.com.

About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, the world's most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com

About ULTRA Worldwide™
ULTRA WORLDWIDE is the global edition of the World's Premier Electronic Music event, ULTRA MUSIC FESTIVAL.

The ULTRA brand was founded in 1997 by Executive Producer, President, & CEO Russell Faibisch, and began producing electronic music events in South Florida, which led to the inaugural Ultra Music Festival in 1999 on the sands of Miami Beach. The internationally renowned festival, which has taken place every March since its inception, celebrated its 16th anniversary from March 28-30, 2014 by bringing over 165,000 music enthusiasts to the sold out waterfront event in the heart of the City of Miami. Ultra Music Festival returns to Bayfront Park for its 17th annual edition, 27-29 March 2015.

Choosing to follow a unique, creative vision and a wholly organic growth focused around a true love for music, artists, and fans alike, the ULTRA and ULTRA Worldwide brands represent not only the world's biggest and most successful remaining INDEPENDENT electronic music festival brand, they are now the most international of any festival brand in the world by far. The event organizers continue to transport the unrivalled experience from the Miami flagship festival to an ever-growing number of destinations and fans all over the globe.

Over the past 16 years, literally thousands of the world's most iconic DJs, producers and live acts have mesmerized audiences with awe-inspiring sets at ULTRA festivals in ARGENTINA, BRAZIL, CHILE, CROATIA, IBIZA, JAPAN, KOREA, SOUTH AFRICA and of course MIAMI, as well as ROAD TO ULTRA events in CHILE, COLOMBIA, PARAGUAY, SEOUL, TAIWAN, THAILAND and TOKYO, the USA, and now forthcoming events in MACAU and BALI. Each and every new global edition is founded on the same successful recipe that has been perfected over 16 years in Miami, combining the most diverse electronic talent with the most technologically advanced, large-scale festival productions in the world.

In addition, the ULTRA brands pioneered the live stream experience, 'ULTRA LIVE' (whereby the festival is brought online to over 20 million unique viewers globally) and the audio broadcasting platform 'UMF RADIO' (syndicated to FM Radio in over 42 countries and reaching more than 22 million listeners weekly). Also, 'UMF FILMS'' collaboration with FINAL KID has seen some of the most visually breathtaking festival aftermovies in the music space, including a feature-length documentary exploring the latest explosion of dance music, entitled CAN U FEEL IT, which premiered at the Ultra Music Festival, Miami 2012 and was exhibited in over 500 theaters across the Unites States.

In 2014, the ULTRA and ULTRA WORLDWIDE brands continued to push the boundaries, bringing an unparalleled combination of cutting edge production and the world's best electronic acts back to previous strongholds and new frontiers across the globe. With its new editions breaking records in SOUTH AFRICA in February 2014 and JAPAN in September 2014, the Ultra brand has united NINE COUNTRIES across FIVE CONTINENTS worldwide. 2015 will see the global juggernaut that is ULTRA WORLDWIDE roar into ASIA having announced events in KOREA, THAILAND, MACAU, JAPAN, and BALI.