The Brief: Heineken planned to launch a new credential campaign celebrating its heritage and presence in 192 countries around the world. To build excitement, Heineken created limited edition bottles with which consumers (via the mobile app, Shazam) could experience all the countries the brand is present in by viewing specially curated videos. Livespot was tasked with creating experiential engagements for the brand’s consumers to explore the world through Heineken.
The Solution: We hosted consumers to themed parties where they got to experience a variety of countries through the use of entertaining content (games, comedy, music, videos), cuisine, props, and costumes. The activation climaxed with a consumer promotion where six lucky people won an all-expense paid trip to Amsterdam.
1) We achieved 92% of our download target for the activation.
2) Reached 50 million people with over 1 billion impressions across all social media platforms.
3) Lots of shareable moments in the form of user-generated content made by both Heineken, social media enthusiasts, and the attendees of the themed parties.