Case Study: Heineken Silver owns Chicago’s St. Patrick’s Day spotlight with All Terrain’s immersive river takeover

Heineken Silver drives 4,358 sweepstakes entries with All Terrain

Heineken Silver wanted to shift the perception of St. Patrick’s Day in Chicago away from legacy beer brands and connect with Gen Z consumers in a bold and modern way. To meet this challenge, they partnered with the vendor All Terrain for large-scale event production.

All Terrain's solution was to create a multi-venue takeover, with the centerpiece being an unannounced midday rave on a boat during the river dyeing ceremony. This activation generated immediate results, including 4,358 sweepstakes entries, nearly 1 million TikTok views, and over 70,000 YouTube livestream views. The event successfully positioned Heineken Silver as a premium choice for a new generation, owning the cultural conversation on the holiday.

Heineken Silver