When Radiohead came to Argentina for the Sound Hearts Festival, organizers enhanced the concert tickets with augmented reality to provide additional interesting content to the audience. At the same time, the organization was able to offer an addition channel in its 360º proposal for the brands and sponsors.
Heineken took advantage of this channel to create special experiences throughout the event. In addition, fans tried out a Radiohead thematic filter and shared it on social networks. The idea was to be able to generate content before, after, and during the show, letting ticket holders enjoy the event in an innovative way.