‘TV On The Radio’ Play Secret Show In NYC For Heineken [Video]
Indie rock band, TV on the Radio, played a free concert high above a NY crowd last night.
A crowd (including PSFK) gathered in anticipation last night as rumor spread of a free secret concert in a parking lot in NoHo, NYC. On an elevated stage set in front of a giant Heineken billboard, indie rock band ‘TV on the Radio’ performed a five song set for both fans and spectators alike. The Heineken-sponsored event took place at the intersection of Lafayette and Great Jones and lasted the better part of a half hour.
The concert was part of a larger campaign that advertising agency Wieden+Kennedy New York launched this summer for Heineken Light. The “Occasionally Perfect” billboard that served as the backdrop for last night’s performance is, on any given day, just a normal billboard. But, occasionally (like when it multitasks as an beer advertisement and as a stage for a cool indie band), it’s perfect.
Check out the video of the concert below:
Be sure to keep an eye out for for Heineken’s next ‘perfect moment.’
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.