Rather than being a sponsor of a big music event, Heineken decided to host its own online music festival. Were it not for social media, creating a 24-hour event with over 200 live performances and more than 100,000 attendees would seem impossible. However, the brand's Tweet Cover Fest was developed as a way to take the stress out of planning and organization, while also turning fans into the stars of the event.
In order to become part of the experience, people on Twitter were required to use their 140 characters to dedicate a song to another user. These short messages were then turned into songs, which were recorded as six-second Vine videos and shared in real-time with people on social media. As well as being instantly gratifying, the personal dedication also provides the ultimate festival experience.