‘The Takeover’, an interactive music experience developed by MassiveMusic Amsterdam for Heineken International, has scooped up three awards at EuBea festival.
Held in St Petersburg on 13th-15th October this year, the annual awards ceremony has been celebrating the best in events and live communication for over a decade. MassiveMusic’s project won Best Musical Event, Best B2C Event, and beat over 270 contenders to win the Best Creative & Innovation category.
As part of The Takeover, the crowd at a Heineken music event were given the power to decide which tracks get played next. Every member of the audience received a voting device on their Heineken bottle upon purchase, which could be activated at the push of a button to emit a green or red glow.
By raising their red or green lit bottles in the air during voting moments, the audience chooses between two songs shown on a large screen. A special camera registers the votes and reflects the crowd’s choice on the screen in real-time, eventually mixing the winning song seamlessly into the set.
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A refreshing approach to fostering audience participation and brand engagement, MassiveMusic Amsterdam developed the idea from the early stages in both a creative and technical capacity. Notable for its unique strategy in being both an integrated part of the show and also a key entertaining feature of the night, The Takeover was effective in driving on-site sales and event attendance. Despite the multi-faceted nature of the project, MassiveMusic developed a simple and practical control function, whereby all of the elements – the music, visuals on the screen and the light show - are synchronised and seamlessly run from one single laptop. Following its overarching success this past year, the model will be offered in various markets next year.
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Luc van Stiphout, Account Director at MassiveMusic, says: “It’s been a blast working on this project, all the way from the drawing board to dance floors across the globe. Every time I see those Heineken bottles light up and rise for the voting moments, I realise we developed a great experience that's really fun to partake in. It’s like a big joint cheers moment, over and over again."
Roeslan Danoekoesoemo, Global Sponsorship Manager at Heineken, says: “We realise live music lovers want to move across different genres and want to actively participate. The Takeover is a truly engaging interactive experience that builds on this, without being intrusive.”