Early Sessions

The non-alcoholic beer segment has grown massively the last few years in Sweden. When Heineken launched their 0.0%, they were late to the party. So how do you create hype around a new beer in this saturated market, to a young and picky audience?

The new Heineken 0.0% lets you enjoy great tasting beer, in situations you’ve never been able to before. So we decided to throw a series of morning parties to celebrate this fact. We called them Heineken Early Sessions.

The first one took place at 7 AM on a Monday at Stureplan 1, an outdoor club at a square right in the city centre of Stockholm. Rising DJ star Sebjak was playing music and over 200 guests turned up.

We got the word out through Facebook, PR, influencers and club posters all over town. At the event, we livestreamed the party on a huge billboard right next to the club and branding outside of the club, making sure that everyone passing by knew what was going on. The party was also livestreamed on Facebook.

Results

Besides filling the club with keen party people, the event livestream reached 1.8 million people. 200.000 viewers tuned in and left 30.000 comments, likes and other reactions. Entertainment sites like Nöjesguiden, That's Up, and Allt om Stockholm wrote about the party, and so did Resumé.