Heineken Returns to Coachella with New Innovative Experiences

USA - English

• Latin America - español

WHITE PLAINS, N.Y., April 8, 2013 /PRNewswire/ -- Heineken®, the official beer/malt beverage sponsor of the Coachella Valley Music and Arts Festival, taking place from April 12 – 14 and April 19 – 21, will provide several offerings to enhance attendee experience.  During both weekends Heineken will host top DJs, provide free Wi-Fi in the Heineken Dome, Cold Storage for campers and serve ice-cold beer on over 32 taps at the Heineken Light Pavilion and throughout the festival.  

(Photo:  http://photos.prnewswire.com/prnh/20130413/NY94317 )

This year patrons will have the opportunity to interact with the Heineken Dome DJs as light shows and projections digitally swirl around them. Festival goers will have the opportunity to control the visual content displayed inside the domes using iPads to create their own artistic light show courtesy of Heineken Light. Attendees can also update their social media status using the Heineken Wi-Fi in the Heineken Domes.

To ensure their Heineken beers are cold and available at a moment's notice, campers can scan their finger prints to store beer in Heineken's Cold Storage unit. Select fans of Heineken may have the opportunity to upgrade these experiences by visiting us on Facebook.

"Heineken is thrilled to continue our relationship with Coachella, which is a premiere destination for our brand loyalists," said Pattie Falch, Director of Sponsorships and Activation, HEINEKEN USA. "As a partner for 12 years, we strive to create authentic experiences and services that embody the energy of Coachella, and enhance the festival attendee experience."     

Coachella attendees who have purchased one or more festival passes and one 12-pack (or the equivalent or larger) of Heineken® or Heineken® Light Beer are eligible to receive a $25 rebate by mail. To find out more about Heineken sponsorships and news, visit Heineken on Facebook (www.facebook.com/Heineken), or follow @Heineken_US on Twitter.

2013 Heineken Coachella Activations 

Heineken Domes - Two immersive air conditioned domes will include a thirty-six foot Star Bar dome connected to a fifty-foot dance dome, featuring world-class VJs and DJs. The line-up will include top artists including DJ WhiteNoize, Acid Face, Stanton Warriors, Mark Farina and more. 

Highlights:

• Immersive 360 degree HD video and pictures of dome attendees projected on the ceiling surface
• DJ meet-and-greet for select attendees
• Attendees can utilize iPads to creative their own light painting that will be projected on the domes
• Wi-Fi hot spot
• Covered Exit Lounge with high tops, cube seating, sunscreen dispensers
• Six beer taps serving perfectly chilled Heineken and Heineken Light
• Express line for 100 campers who check-in at Heineken cold-storage

Cold Storage - Heineken will once again provide the most convenient way for campers on Coachella's camping grounds to store and chill their Heineken beer with increased storage this year. Attendees can bring up to two cases of Heineken or Heineken Light cans to Cold Storage where it is inventoried and immediately placed into a refrigerated cooler. 

Highlights:

• Camper's beer is linked to their fingerprint, insuring that only they can pick up their cans
• Campers can pick up any quantity of their beer at any time

Heineken Light Pavilion - Heineken's largest high volume output festival beer dispensing system returns for its second year to Coachella. Attendees will enjoy a perfectly chilled beer all festival long thanks to our custom pouring system of 32 taps which are capable of pouring 200+ beers a minute.  

Highlights:

• A misting system in front of the bars will cool off attendees as they wait in line
• The Heineken beer goes through a custom dispensing system where it's chilled twice ensuring ice-cold beer for every customer  

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 Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

SOURCE Heineken USA

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