Heineken threw one of the year's biggest parties last Saturday (8 December), attracting a crowd of more than 28,000 festival-goers in its annual Heineken Thirst, the most number of attendees the festival has ever seen.
Now in its third year, the festival featured a line-up of 12 leading international and local DJs, such as Goldfish & Blink, Above & Beyond and Lapsap, and headlined by world's No 3 DJ Avicii (according to DJ Magazine).
Heineken Thirst 2012 marks a few milestones for the beverage brand.
"Last year, Heineken Thirst broke records with a 25,000 attendance to the festival and this year it reached an all time high of more than 28,000 festival goers," says Loh Ee Lin, Heineken senior brand manager.
The event also marks the Asian debut of a 50-foot installation called Wish, consisting of three contemporary dandelions designed in aluminium leaves, mirrored glass and LEDs.
Wish, designed by San Francisco public art conceptualists Robert James, had been previously featured in other music festivals such as Coachella Fest, Electric Daisy Carnival and more.
In promoting the event this year, Heineken shifted its focus to PR and digital, supported by print and radio.
"The brand spent the bulk of its marketing budget in bringing the best acts to the region. Avicii and Justice both made their Malaysian and South East Asian debut at Heineken Thirst amongst a roster of international and local DJs," Loh tells A+M.
The event also attracted visitors from afar such as Singapore, Thailand and Indonesia.
Other than Thirst, Heineken also organises the annual Green Room event.
Heineken Thirst 2012 was organised by Future Sound Asia, with G2 handling its PR.