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Awards and Events

MassiveMusic’s ‘The Takeover’ Scoops Up Three EuBea Awards

Interactive music experience wins big at European Best Event Awards

MassiveMusic’s ‘The Takeover’ Scoops Up Three EuBea Awards

‘The Takeover’, an interactive music experience developed by MassiveMusic Amsterdam for Heineken International, has scooped up three awards at EuBea festival. 

Held in St Petersburg on 13th-15th October this year, the annual awards ceremony has been celebrating the best in events and live communication for over a decade. MassiveMusic’s project won Best Musical Event, Best B2C Event, and beat over 270 contenders to win the Best Creative & Innovation category. 

As part of The Takeover, the crowd at a Heineken music event were given the power to decide which tracks get played next. Every member of the audience received a voting device on their Heineken bottle upon purchase, which could be activated at the push of a button to emit a green or red glow.  

By raising their red or green lit bottles in the air during voting moments, the audience chooses between two songs shown on a large screen. A special camera registers the votes and reflects the crowd’s choice on the screen in real-time, eventually mixing the winning song seamlessly into the set. 

A refreshing approach to fostering audience participation and brand engagement, MassiveMusic Amsterdam developed the idea from the early stages in both a creative and technical capacity. Notable for its unique strategy in being both an integrated part of the show and also a key entertaining feature of the night, The Takeover was effective in driving on-site sales and event attendance. Despite the multi-faceted nature of the project, MassiveMusic developed a simple and practical control function, whereby all of the elements – the music, visuals on the screen and the light show - are synchronised and seamlessly run from one single laptop. Following its overarching success this past year, the model will be offered in various markets next year.

Luc van Stiphout, Account Director at MassiveMusic, says:  “It’s been a blast working on this project, all the way from the drawing board to dance floors across the globe. Every time I see those Heineken bottles light up and rise for the voting moments, I realise we developed a great experience that's really fun to partake in. It’s like a big joint cheers moment, over and over again."

Roeslan Danoekoesoemo, Global Sponsorship Manager at Heineken, says: “We realise live music lovers want to move across different genres and want to actively participate. The Takeover is a truly engaging interactive experience that builds on this, without being intrusive.”


Advertiser: Heineken International

Advertising & Sponsorship Manager: Roeslan Danoekoesoemo (Global Sponsorship Manager)

Creative Agency

Creative Agency: MassiveMusic

Designer: Westframe (Content Design and Production)

Account Manager: Ebony Tuasela

Account Director: Luc van Stiphout

Post Production / VFX

Animation: Boompje


Music Supervision: MassiveMusic

Digital Production Company

Technical Lead: Showsync (Technical Development)

Category: Alcoholic drinks , Beers

Genre: Digital , Experiential , Music & Sound Design , Music performance , PR , Stunts