Open Your World: Heineken's tagline is about getting outside of your comfort zone and exploring the world beyond what is familiar to you. So we created an awesome Instagram game that made festival goers at the Ultra Music Festival do just that--and rewarded them for it with a chance to DJ at the event.

To play Festival Famous, all you had to do was get to as many acts as possible, and post a shot of it on Instagram. Players received points for each shot they posted, and got more points the closer they got to the stage. The player with the most points by Saturday night won a once-in-a-lifetime opportunity to DJ onstage at Ultra on Sunday.

With Maddison Bradley and the partiers on the W+K NY Heineken team.

   

To accomplish this, we created a digital tool to score and track the photos, and display a leaderboard so players could keep track of the standings. At the festival, they could keep up with the contest on the huge LED screen outside the Heineken House throughout the weekend.

Festival Famous encouraged people to see as many acts as they could Not just the big-name headliners or hot up-and-comers, but also the undiscovered acts, the guys playing in the merch tent, and the artists with early afternoon set times. By doing so, we got a bunch of people to open their worlds to a world of music that they never would have otherwise.