Heineken has a strong music heritage. We wanted to reinforce Heineken’s position as the most progressive and innovative brand in Asia’s music scene. 

To do that, we launched the Heineken Original Sound Experiments, a five year plan to engage and play alongside our consumers. The Original Sound Experiments brings music, technology and 'Men of the World' together, revolutionising the way we enjoy music. Each year we test a new hypothesis across Asia.
We started our experiments, testing our first simple hypothesis: CAN YOU SEE MUSIC? 

We gathered a diverse group of collaborators to create one of the largest experiments ever seen in the music world - An experiment that pushed the boundaries of how we interact with music. This team of experts grows each year as we innovate.

Can you see music took us to 17 cities, 36 pioneering events, involving over 50,000 music fans. Through our integrated campaign, over 12.5 million people felt our experiment.

The following year we continued our experiments creating an experience where consumers were asked: CAN YOU TOUCH MUSIC?

We worked with progressive tech collaborators to craft a new experience - Touch The Music. We showcased Sonic Droids that moved amongst the crowd and delivered unique tactile expressions of music. Together with curated event visuals, world famous DJ's and 32,000 partygoers, 19 cities felt music come alive in a sensorial experience like no other.

YEAR 1: Can you see Music?
Heineken Sound Experiments Case Study
Year 2: Can you touch Music?
Heineken Original Sound Experiments Year 2 
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