Heineken Jukebox was an interactive brand activation created for the 2018 Popload Festival in São Paulo, designed to keep the festival experience going even between the main-stage concerts. Instead of a traditional jukebox, Heineken created a live stage where the audience could vote for songs through the festival’s Heineken Wi-Fi platform, choosing tracks connected to artists who had performed at previous Popload editions.

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The selected songs were then performed live by unexpected artist combinations, including Liniker + O Terno and Céu + Tropkillaz. For the final break, several musicians came together as a “Super Banda” to perform some of the most-voted tracks of the day.

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From a branding perspective, the idea transformed the normally “dead” time between concerts into entertainment, participation and branded content. It combined the nostalgic idea of a jukebox with digital interaction and live music, reinforcing Heineken’s association with music culture and giving festivalgoers an active role in shaping the experience. The concept was essentially “less break, more Popload.”

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