Primavera Sound 2013, land of music, lifestyle and sponsors

This year the Fòrum area covered a space of almost 123.000m2 increasing its capacity and selling out the festival tickets on Friday and Saturday.

Brands such as Heineken, Ray-Ban, Mini, adidas, Smint, Gallina Blanca and media such as Pitchfork, Vice and Rockdelux also participated in this amazing moments.

Not only logos and gadgets:
the key to the sponsors
was to “improve the experience”

The presence of brands was more tangible in this edition than in past years. Not only logos and gadgets: the key to the sponsors was to “improve the experience”.

An example was the free shuttle service offered by Mini, to take people from a main stage to another. Gallina Blanca gave the opportunity to recharge the low battery of your mobile phone in its stand and in the “shoebox” activation by adidas you were able to print your own festival agenda.

Heineken makes you “Connect”

In 2013 Heineken has been the main sponsor of the Primavera Sound. The beer brand is an old acquaintance of the major national festivals: “FIB, BBK and Azkena Rock Festival, Jazzaldia … the brand looks for festivals with music quality and a high international recognition.”

“As Primavera Sound has grown, it has improved its cosmopolitan character. Thus, the partnership with Heineken was a very natural step”, says Esther Garcia, Marketing Manager of Heineken Spain.

We met her at the Heineken Balcony, one of the brand privés, decorated by Wözere in a 70s Californian style. This spot was used as a set for interviews and a lounge area for brand guests.

“When we were considering what action we should develop, we thought about what issues people generally face in a festival. Lack of 3G, losing their friends, missing a concert because it overlaps with another …”, adds Esther. “That´s why we created the app Connect and the Silent Cinema. We wanted to be helpful, to solve logistical problems so that the audience was able to focus on their experience.”

Thanks to geolocation,
users could view on a virtual map where their contacts were

Carried out by DRAFTFCB, the app Connect did not need a 3G connection to work but it used the Heineken wifi network installed in the venue. Thanks to geolocation, users could see on a virtual map of the venue where their contacts were.

In total, 20,000 people downloaded Connect, participating in competitions, winning packs of Primavera Sound Limited Edition Heineken bottle, the possibility of entering Heineken VIP zones or giving a festival ticket to a friend.

Following a strategy of marketing content,
Heineken invited bloggers,
artists and pubic to give their
recommendations for the festival

The Silent Cinema, on the other hand, consisted of an LED display located in the corridor leading from the Ray-Ban stage to the Platform Marina, the former ATP stage. During 12 hours, the main concerts of the festival were continuously transmitted in a silent film.

To listen to the performance people just needed to ask the wireless headset on the counter next to activation.

Finally, following a content marketing strategy, Heineken invited bloggers, artists and people from the pubic to give their recommendations for the festival, explaining how the app worked and talking about the experience of living the three-day festival in front of the camera of Numerocero producers. Long live the buzz!