MiO Teams Up with NXNE to Make Things Original at This Year’s Festival

Five days, three happenings, and countless surprises put music fans directly in the action


Friday, June 6, 2014 9:00 am EDT



At North by Northeast (NXNE) 2014, title sponsor MiO, liquid water enhancer, has planned an array of events featuring a concert series unlike any other, a non-stop dance party, and a downloadable mobile phone app, all designed to create an unforgettable fan experience.

“Like NXNE, MiO empowers people to make things original,” said Joseph Mele, brand manager, MiO, Kraft Canada. “This partnership isn’t about slapping our logo on a building; it’s about giving people something to brag about to their friends, and we’re going to do that across the city, putting attendees directly in the action, and working with bands that embody the spirit of NXNE.”

“The MiO brand’s game-changing flavours change the way people drink water, delivering a new taste every time. And that is what NXNE is all about: giving festivalgoers a unique experience,” added Mele.

Alike only in their uniqueness, these events include:

  • Putting music in motion – literally – The MiO Squirtcar will transform a redesigned streetcar into an official venue for a concert series with a stacked lineup curated by NXNE and Much and featuring Reggie Watts, The Pizza Underground, Shannon and the Clams and others (see attached schedule for full details). Wristband holders can climb aboard every evening, June 18 to June 21, for a party that constantly evolves.
  • A unique technology, The MiO POV App lets music fans use their smartphones to share the spotlight with their favourite artists at NXNE’s Yonge and Dundas Square stage on Thursday June 19. It will allow users to appear on giant screens in real-time, something that has never happened before at Yonge and Dundas Square.
  • Festivalgoers love darting around the city, but they still need a home base and The MiO House in the Hoxton at King Street West and Bathurst Street will be it. Each night of the festival, this non-stop party will host some of the world’s best Electronic Dance Music acts, letting fans have a completely original experience every time the needle drops or the cross-fader slides.

Find out more with #MakeItOriginal on Twitter and Instagram.


Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America’s largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. The company’s iconic brands include Kraft, Capri Sun, JELL-O, Kool-Aid, Lunchables, Maxwell House, Oscar Mayer, Philadelphia, Planters and Velveeta. Kraft’s 22,500 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor’s 500 and the NASDAQ-100 indices. For more information, visit www.kraftfoodsgroup.com and www.facebook.com/kraft



Kraft Foods Group, Inc.
Kathy Murphy, 847-646-4538
Ryley Murray, 416-849-2511
Andrea Lopez, 416-849-3171


  Kraft Heinz

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