Music is one of Heinekens’ strategic pillars which aims at connecting with trend setters and communicating internationalism and innovation. With this in mind the Heineken ‘Be the DJ’ game concept was developed. A mobile game-booth allows clubbers to experience the glamour and status of a DJ at exclusive parties sponsored by Heineken starting in Egypt. By scratching the turntables and pressing buttons at the right moment the perfect mix is created. The better the mix, the wilder the digital crowd and real-life light effects. The top 3 players are displayed on the booth to keep the competition sharp.
To add continuation to the fun online, all players are e-mailed their unique music video – which is created during the game. This music video is featured on their personal Heineken webpage where it can be viewed again and forwarded to friends. To boost the online reach participants are challenged to collect as many ‘likes’ on their performance as they can. The most popular DJ wins a Heineken VIP club night with a group of friends. The ‘Be the DJ’ experience enhances the perception that Heineken is an engaging brand that maximizes the enjoyment of the consumers.