Case Study: Heineken launches a buzzworthy secret music event with Team Epiphany

Heineken - Customer Case Study

Heineken wanted to launch its Red Star Access Tour in 2011 with a standout music experience that would generate buzz and reinforce the brand’s connection to exclusive live entertainment. Team Epiphany was brought in to help create a high-profile activation centered on Heineken’s Red Star Access platform.

Team Epiphany organized a “secret” Kanye West performance with G.O.O.D. Music at the Williamsburg Savings Bank in Brooklyn, supported by custom photography and videography. The campaign’s unique Nokia phone invite mechanism drew media attention before the concert even began, helping drive significant pre-event coverage and amplify the launch.

Heineken