Two German students, Max Arlestig and Maximilian Gebhardt, created a project entitled "The Invite" in which they incorporate a bottle opener with Facebook.
The opener has a bluetooth connection which it uses to connect to Facebook. Every time a beer is opened using the opener, a Facebook event is created at your location and invites your friends that live within close proximity over. Friends are then encouraged to RSVP to the event. Whoever ends up with the most friends RSVPing wins a free case of Heineken!
Below is the student pitched campaign concept.
While this is a project and not a real campaign, it does have some pretty cool ideas within it. Definitely a fun way to get involved with the Heineken brand and to get people involved (I mean it's free beer). However, I also see several drawbacks with this idea. First of all, do you really want an event being posted every time you open a beer? What if there are multiple people using the opener; would you have 10, 20, 50 events created in a night? And also, would you really want all your friends in your area to be invited (or any for that matter)? I mean, lets face it everyone has some of those Facebook "friends". And, if you were to have say all your friends RSVP and show up, are you going to be able to handle the party (I mean I live in a small apartment - it'd be a disaster)?
While perhaps this project isn't perfect, it definitely has some great ideas buried within. These types of interactive social campaigns are starting to become popular among companies, trying to find the most creative way to interact. One company that is trying to campaign on this social level is Pepsi.
Showing posts with label heineken. Show all posts
Showing posts with label heineken. Show all posts
Sunday, May 22, 2011
Friday, May 13, 2011
Heineken goes to Wieden + Kennedy
In 2008 Heineken released their Walk in Fridge commercial created by the UK's King Cross agency.
I think this commercial is great! Funny to both men and women and I just love the surprising twist at the end the first time you see it.
For a while W+K managed Heineken's account. However, it was lost to Euro RSCG in 2009. In 2009 W+K came up with the Give Yourself a Good Name campaign.
This campaign was carried over to RSCG with the below commercial that was released in 2010.
I'm not too crazy about this campaign. It is alright, but I don't think it really did much to boost Heineken shares or increase brand loyalty and I think it was minimally discussed among consumers.
In 2010 they turned to some guerrilla marketing. They also launched a viral campaign called Men with Talent in which men could showcase their many beer drinking talents for the internet world to see.
Now the Heineken account is back with Wieden + Kennedy and they have began the Open your World campaign.
This commercial, called "The Entrance", rolled out earlier this year.
I absolutely love this commercial! It is entertaining and brings a whole new look to Heineken that I think could really work for them.
However, one thing I can't help but notice is this ads similarities to the Dos Equis Most Interesting Man in the World campaign that was created by Euro RSCG. One more thing to note is that in early 2010 Heineken bought Mexican beer companies Dos Equis and Sol.
Also great ads. I am more of an IPA gal, but these ads make me want to drink a Dos Equis!
Both ads (Most Interesting Man in the World and The Entrance) use international mystery men as the main appeal.
Perhaps this is just coincidence? Perhaps Heineken and W+K are trying to play off this past campaigns success?
I think this commercial is great! Funny to both men and women and I just love the surprising twist at the end the first time you see it.
For a while W+K managed Heineken's account. However, it was lost to Euro RSCG in 2009. In 2009 W+K came up with the Give Yourself a Good Name campaign.
This campaign was carried over to RSCG with the below commercial that was released in 2010.
I'm not too crazy about this campaign. It is alright, but I don't think it really did much to boost Heineken shares or increase brand loyalty and I think it was minimally discussed among consumers.
In 2010 they turned to some guerrilla marketing. They also launched a viral campaign called Men with Talent in which men could showcase their many beer drinking talents for the internet world to see.
Now the Heineken account is back with Wieden + Kennedy and they have began the Open your World campaign.
This commercial, called "The Entrance", rolled out earlier this year.
I absolutely love this commercial! It is entertaining and brings a whole new look to Heineken that I think could really work for them.
However, one thing I can't help but notice is this ads similarities to the Dos Equis Most Interesting Man in the World campaign that was created by Euro RSCG. One more thing to note is that in early 2010 Heineken bought Mexican beer companies Dos Equis and Sol.
Also great ads. I am more of an IPA gal, but these ads make me want to drink a Dos Equis!
Both ads (Most Interesting Man in the World and The Entrance) use international mystery men as the main appeal.
Perhaps this is just coincidence? Perhaps Heineken and W+K are trying to play off this past campaigns success?
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