Heineken Returns to Coachella with New Innovative Experiences

        Heineken Returns to Coachella with New Innovative Experiences

Coachella's Exclusive Beer Sponsor to Provide Festival-Goers with Cutting-Edge
Services and Entertainment

PR Newswire

WHITE PLAINS, N.Y., April 8, 2013

WHITE PLAINS, N.Y., April 8, 2013 /PRNewswire/ -- Heineken®, the official
beer/malt beverage sponsor of the Coachella Valley Music and Arts Festival,
taking place from April 12 – 14 and April 19 – 21, will provide several
offerings to enhance attendee experience at one of the world's largest musical
festivals. During both weekends, Heineken will host top DJs and provide free
Wi-Fi in the Heineken Dome, Cold Storage for campers and will serve ice-cold
beer on over 32 taps at the Heineken Light Pavilion and throughout the

This year patrons will have the opportunity to interact with the Heineken Dome
DJs as light shows and projections digitally swirl around them. Festival goers
will have the opportunity to control the visual content displayed inside the
domes, using iPads to create their own artistic light show courtesy of
Heineken Light. Attendees can also update their social media status using the
Heineken Wi-Fi in the Heineken Domes, the only wireless hub provided on the
festival grounds this year.

To ensure that their Heineken beers are cold and available at a moment's
notice, campers can scan their finger prints to store beer in Heineken's Cold
Storage unit. Select fans of Heineken may have the opportunity to upgrade
these experiences by visiting us on Facebook.

"Heineken is thrilled to continue our relationship with Coachella, which is a
premiere destination for our brand loyalists," said Pattie Falch, Director of
Sponsorships and Activation, HEINEKEN USA. "As a partner for 12 years, we
strive to create authentic experiences and services that embody the energy of
Coachella, and enhance the festival attendee experience." 

Coachella attendees who have purchased one or more festival passes and one
12-pack (or the equivalent or larger) of Heineken® or Heineken® Light Beer are
eligible to receive a $25 rebate by mail. To find out more about Heineken
sponsorships and news, visit Heineken on Facebook (www.facebook.com/Heineken),
or follow @Heineken_US on Twitter.

2013 Heineken Coachella Activations

Heineken Domes - Two immersive air conditioned domes will include a thirty-six
foot Star Bar dome connected to a fifty-foot dance dome, featuring world-class
VJs and DJs. The line-up will include top artists including DJ WhiteNoize,
Acid Face, Stanton Warriors, Mark Farina and more.


  oImmersive 360 degree HD video and pictures of dome attendees projected on
    the ceiling surface
  oDJ meet-and-greet for select attendees
  oAttendees can utilize iPads to creative their own light painting that will
    be projected on the domes
  oWi-Fi hot spot
  oCovered Exit Lounge with high tops, cube seating, sunscreen dispensers
  oSix beer taps serving perfectly chilled Heineken and Heineken Light
  oExpress line for 100 campers who check-in at Heineken cold-storage

Cold Storage -  Heineken will once again provide the most convenient way for
campers on Coachella's camping grounds to store and chill their Heineken beer
with increased storage this year. Attendees can bring up to two cases of
Heineken or Heineken Light cans to Cold Storage where it is inventoried and
immediately placed into a refrigerated cooler.


  oCamper's beer is linked to their fingerprint, insuring that only they can
    pick up their cans
  oCampers can pick up any quantity of their beer at any time

Heineken Light Pavilion - Heineken's largest high volume output festival beer
dispensing system returns for its second year to Coachella. Attendees will
enjoy a perfectly chilled beer all festival long thanks to our custom pouring
system of 32 taps which are capable of pouring 200+ beers a minute. 


  oA misting system in front of the bars will cool off attendees as they wait
    in line
  oThe Heineken beer goes through a custom dispensing system where it's
    chilled twice ensuring ice-cold beer for every customer 

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary
of Heineken International BV, the world's most international brewer. European
brands imported into the U.S. include Heineken Lager, the world's most
international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale,
and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate
portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe
ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from
your smartphone at taximagic.heineken.com.


Website: http://www.heineken.com
Contact: Jonathan Woods, Edelman, Jonathan.Woods@edelman.com, 212-819-4825; or
Adam Feigen, Heineken USA, afeigen@heinekenusa.com, 914-681-4138
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