Beer brand Heineken has just concluded its 3-month-long YouTube video campaign ‘Dropped’, featuring a series of strangers handcuffed together in remote locations. Created by agency Wieden + Kennedy Amsterdam, the campaign featured a series of intrepid travellers thrown into unexpected situations, who are then required to complete a series of challenges. So far, the tactic appears to be successful: Videos in the series have racked up more than 3 million views in total.
Brand: Heineken | Sector: FMCG, Food and Beverages | Country: Global | Partner/agency: Wieden + Kennedy Amsterdam | Objective: brand awareness, consideration and purchase | Format: YouTube, Video
Created by agency Wieden + Kennedy Amsterdam, the campaign featured a series of intrepid travellers thrown into unexpected situations, who are then required to complete a series of challenges.
The final instalment, realesed this week, dropped an Irishman and a Polish guy on a Philippine island. Irish Murray and Jakub from Poland are blindfolded, taken on a boat and dropped on an island. Then they're handcuffed to each other.
Previous episodes have seen participants dropped in Alaska, Cambodia, Morocco and Poland.
For Heineken, the series underscores the brand's positioning as the beer for intrepid world travelers and also serves as branded entertainment for a young demographic that's resistant to traditional advertising messages.
To watch the rest of the films in the Heineken Dropped campaign, visit youtube.com/heinekendropped
