For the 2020 Sundance Film Festival, we were tasked with positioning Heineken as the preferred beer brand of Hollywood, highlighting the “The Red Star Program,” and introducing all Heineken products to notable actors, directors, screenwriters, and more throughout both weekends.
SUNDANCE TAKEOVER
We arranged for Heineken to be present at three major events during the Sundance Film Festival. One event was TheWrap Studio where Heineken was the presenting sponsor. Known for being on the pulse of Hollywood, TheWrap hosts an annual live interview studio, welcoming top talent and industry executives for three days of news-making conversations surrounding independent films. While on site, talent such as Kerry Washington, Alison Brie, Toni Collette, Kelly Rowland, and more were given the opportunity to sign a Heineken art installation bottle to be auctioned off in conjunction with WrapWomen’s Foundation— a leading force to accelerate the vision of women who are building towards a more equitable world. Talent were also gifted Red Star cards to our exclusive, Heineken Red Star Program, a service in which we do our best to facilitate beer product for personal stock and/or upcoming private events.
For the second event, Heineken was the exclusive bar sponsor of Music Lodge, the official headquarters for the Associated Press Festival where guests were treated to dedicated Heineken happy hours during daily musical performances. Guests included Jesse Tyler Ferguson, Will Ferrell, Lin-Manuel Miranda, and more.
We also partnered Heineken with RAND Luxury for The Luxury Escape at The St. Regis Deer Valley where they hosted film receptions and private dinner parties. Each invitation-only event hosted special guests composed of executive producers, directors, actors, editors, film investors, distributors, and VIP guests. Attendees were given the opportunity to sample Heineken 0.0 and received Heineken Red Star cards.
