Primavera Sound is an independant rock festival, created in 2001 and happening in Barcelona and whose main sponsor is Heineken. The brand wanted to celebrate the 15th anniversary. The agency FCB came up with the idea of a unique digital experience: an interactive concert where people can control the intensity of the show via Twitter.
They reached a massive audience with an innovative BANNER placed on music websites that showcased the concert and Twitter’s interactions on real time. This way, Heineken and Primavera offered for the first time a concert where the audience not only enjoyed the music, but also had the chance to be part of the show with their tweets asking for stage props like lights, smoke, fire, conffetti...