Heineken engaged beer lovers during Christmas, to strengthen its premium brand image in China by activating its global TV commercial ‘The Entrance’ on social media. The dutch brand worked digital marketing agency to create a digital campaign that challenges participants to remember the lively characters from the TV commercial in a social video game, achieving thousands of hours of engagement from web users.
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Brand: Heineken | Sector: FMCG, Food and Beverage | Country: China | Objective: Build brand engagement | Format: Social media, Video, YouTube |
The campaign was launched in cooperation with popular video website Tudou. Participants in the fast-paced game unlock unique Heineken video content and discover the stories behind The Entrance.
The campaign taps into the power of social media and the more than 500 million internet users in China. It encourages participants to challenge their friends on leading social network Sina Weibo.
Participants with the highest scores got ranked at the top of a virtual Christmas tree on Tudou and the fastest participants took home grand prizes.
The campaign strengthens the brand image of Heineken in the competitive beer market in China.
Letting participants not watch but play with the TV commercial, resulting in thousands of hours of brand interaction with the Heineken brand.
