Consumer engagement is playing a larger role in Heineken USA Inc.’s activation strategy.

The brewer this year will activate the majority of its sponsorships with the Heineken House, an on-site brand experience that features musical performances and artist collaborations spanning food, art and design.

The program builds and expands upon the company’s Holland Heineken House program around the Summer and Winter Olympics.

Heineken USA in 2013 hosted the Heineken House at three events: the Latin Grammy Awards, the Ultra Music Festival and the USTA US Open.

The brewer this year will broaden the scope of the program at both new and existing events.

Heineken last month hosted the Heineken House at the Coachella Valley Music and Arts Festival and this summer will take the program to two new sponsorships: the inaugural May 23-26 Mysteryland USA festival in Bethel Woods, N.Y.—an event that will take place on the grounds of the original Woodstock music festival—and the Aug. 29-31 North Coast Music Festival in Chicago.

The company uses the program to promote the Heineken brand by bringing consumers closer to their favorite activities. For example, the Heineken House at the Ultra Music Festival featured a viewing platform that doubled as a stage for festival performers.

“The Heineken consumer is a man of the world. He wants to be a participant, not a spectator,” said Pattie Falch, Heineken USA’s brand director, sponsorship and events. 

The Heineken House at the Coachella music festival featured live mash-ups of music performances, art installations, food creations and opportunity to sample Heineken Fusion, a drink line made with lemongrass, mint and other herbs.

Heineken leverages Heineken House on Snapshot, Instagram and other social media platforms via the #HeinekenHouse hashtag.

Heineken’s  global marketing platforms include the UEFA Champions League, Rugby World Cup 2015 and the James Bond movie franchise.