To make the crowd part of the experience, we gave everyone wristbands at the entrance. We just asked people to put them on and wait for the surprise. At the apex of the night, the DJ set off the Heineken Moment by spinning a special dance version of the brand’s music campaign title track. As the opening chords played, the wristbands lit up, engulfing the crowd that was entirely dressed in white in an ocean of green lights. Forty thousand madly enthusiastic hands in the air made for an epic social brand experience that resonated well beyond the stadium walls.

The Heineken Moment had the crowd go wild at each of the Sensation events. But its impact didn't stop there. Thousands of fans captured the moment on their mobile phones and shared it with their friends across the world. With over 500,000 mentions on blogs and up to a 150% increase in Heineken Facebook fans in some Asian markets, the Sensation brand activation gave Heineken more than its money’s worth. € 19.4 million worth of PR value, sponsorship awareness of 74% and a sponsorship return on investment of € 26 million, made this partnership impactful on every level for both Heineken and the audience.