Have you ever fantasized about sneaking into an amusement park after dark to party with friends and have access to all the rides? Well, then you would have loved Night Rider. Imagine an open air night club meets a festival in a pimped out tivoli on an island in the center of Stockholm. Night Rider is the love child of a perfect brand partnership, that between Heineken and Gröna Lund, Sweden’s oldest amusement park.
In the summer of 2021 Night Rider was an exciting answer to a call from an entire generation who had missed out on a years’ worth of fun due to the pandemic. Thanks to the creative and entrepreneurial
spirit that embodies Gröna Lund, and their main beverage partner Heineken, this unique concept was created in record time when restrictions eased up. Night Rider became an important part of an already set strategy to tap into a new younger audience, the so sought after Gen Z. A generation that’s constantly looking for
exciting experiences that lets them express themselves and gives them inspiring stories to share in social media.
Night Rider fired on all cylinders, ticked every box. A bonanza of music, neon lights, dancing, great food and cold beer. With this concept these two brands gave people back the night and it paid off. Brand consideration for Heineken had a considerable boost and guest satisfaction for Gröna Lund was extremely impressive, with ticket sales going through the roof.
