These days, Indio, CA is witnessing the 2012 Coachella Valley Music and Arts Festival, one of the biggest music events in the country, hosted for two consecutive weekends—in 2012, it is rolling out on April 13-15 and April 20-22. A huge number of attendees prefer to stay on the event’s campsite in the desert settings during these two weekends, and since such festivals just can’t do without chilled beer, people will need a safe and cold place to keep their bottles in. Heineken is addressing this problem by offering Coachella guests to keep their precious beer in the Heineken Cold Storage Room, which is like a real beer bank.
Photo: The Heineken Cold Storage Room
To make a secure ‘deposit’ of up to two cases of Heineken cans, campers at the on-site camping grounds just have to provide their names and fingertips scanned on the spot. The storage service is totally free of charge and the cans can be stored throughout each weekend, being brought to a cold 34 degrees. Unlike a money deposit, you don’t have any interest income here, but still Heineken offers some rebate to those who purchased Heineken or Heineken Light Beer at the event—Coachella attendees who buy one or more festival wristbands and one 12-pack (or the equivalent or larger) of Heineken or Heineken Light Beer can get $25 back by mail.
“Heineken has been a proud sponsor of the Coachella Valley Music and Arts Festival for more than 10 years, and we noticed that we could be a real asset to festival campers who need a solution to keep their beer chilled throughout the weekends. We are always striving to improve the consumer’s overall experiences with Heineken and are excited to bring the Cold Storage Room to enhance the Coachella experience,” commented Pattie Falch, Director of Sponsorships and Activation, Heineken USA.
The 2012 Coachella will be also streamed live on YouTube to provide those who can be there in person with an opportunity to feel the atmosphere of the event. In this case, they will be able to listen to the music and see «the most impressive and diverse festival line-ups,» but they will miss an opportunity to get their beer chilled at the Heineken Cold Storage Room.