Heineken unites music lovers in refreshing MY event with EDM artist Alok

Heineken is set on uniting music lovers and beer drinkers this June with a music event and new campaign in Malaysia. 

The music event, "Heineken Refresh", will be held on 15 June at Sunway Lagoon Surf Beach. The event will feature a star-studded lineup featuring global EDM icon Alok from Brazil who will be making his debut performance in Malaysia. Accompanying Alok will be cross-genre acts such as Blink, WUKONG, Mr. Yang, Ashley Lau and MJ. 

The event will also feature a 360-degree audio-visual journey. 

Don't miss: You have to check out Heineken's immersive 'Maltiverse' experience featuring food, art and music

In addition, Heineken will offer fans an innovative way to interact with their favourite artists during their performances. Through the brand's live voting element, fans can choose the music genre they want to hear in real time. 

"Heineken Refresh unites fans from diverse cultures and music preferences, inspiring discovery and broadening musical horizons. With music deeply embedded in Heineken’s DNA, we’re excited to activate Heineken Refresh for the second time round, building on the overwhelming response from our debut event in 2022," said Willemijin Sneep, marketing director of Heineken Malaysia.

"From the innovative 'Heineken Fresh List' to our flagship music event, fans can anticipate yet another unique experience. Heineken continues to challenge conventions, believing that life tastes better with an open mind,” she added.

Leading up to the event, the brand is offering fans an exciting way to discover new music genres through its "Heineken refresh your music outlet activations" campaign.

The activation will take place until June and will give fans the ability to expand their musical horizons and receive a personalised Heineken playlist to match their personality. 

A 3D anamorphic billboard was also put up on Fahrenheit 88. In the billboard ad, a DJ is seen playing music and hyping up onlookers. It also featured a banner of Alok, Blink and WUKONG.

Fans can also win a limited-edition coaster and exclusive passes to Heineken Refresh. 

Earlier in March, the brand announced the return of its global music platform "Refresh Your Music, Refresh Your Nights."

The return came with its new "Heineken Fresh List", a digital experience that allows users to discover new music. 

The "Heineken Fresh List" also allows music lovers to create blended playlists on Spotify with their friends and favourite artists. 

"At Heineken, we revel in challenging the norm, infusing every experience with a unique twist for a fresher world. Introducing the 'Heineken Fresh List' into the brand's 'Refresh your music' global platform reaffirms this commitment," added Sneep. 

"It's about more than just music; it's about redefining how we connect, explore, and enjoy together." 

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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