01
Turn participation into a spectacle
Give people a visible reason to share, connecting their social activity to the energy happening around them.
Goals
02
Keep the experience brand-safe
Combine age-gating and remote moderation so live content could remain immediate without giving up control.
01
Visual Direction
Social content, made physical
A screen for the crowd
The installation transformed an event-scale display into a real-time social canvas, making every selected contribution part of the Heineken House atmosphere.
Event DesignLive DisplayBrand Experience
02
Social at the center
Instagram became the interface for the experience: guests could share their point of view while the activation amplified the posts that fit the moment.
InstagramUser Generated ContentParticipation
Visual Direction
From feed to festival
03
Designed for live control
A mobile-friendly moderation backend and age-gate supported fast decisions behind the scenes, keeping the public experience responsive and responsible.
ModerationMobile BackendAge Gate
Outcome
“A scalable social activation that turned a branded event into a shared, live, and highly visible experience.”