An advertising board with beer on it is pretty common, especially in New York City, even if it claims to become an 'Occasionally Perfect Billboard.'
However, Heineken Light's 'Occasionally Perfect Billboard' does have something unique to offer. It occasionally transforms into a rock concert stage, like it did on the 17th August 2011, on Lafayette and Great Jones. The performance of the indie band 'TV on the Radio,' announced to fans via Twitter and Facebook, attracted crowds and soon grew into a street party -- a perfect mid-summer New York moment in the name of Rock, spontaneity and togetherness.
The Heineken Light's 'Occasionally Perfect Billboard' and concert gig was created and organized by Wieden+Kennedy New York and is part of an integrated campaign.
According to insiders more billboard-stage transformations are on the way, in NYC and other U.S. locations, with further surprise rock performances.
Hmm, the Ed Sullivan Theatre's roof might have just gotten a landmark NYC stage-rival!