Heineken® // Summer 2015
Agency: Geometry Global
Role: Creative Director
In addition to showing shoppers how to celebrate summer beyond the beach, Heineken challenged us to:
- Support the launch of 14 new city-branded bottles.
- Push our target to break away from their go-to summer routine and beer choice.
- Provide regional and large format clients with unique imagery, prizing and partnerships.
POINT OF SALE (Developed by Barrows):
BLIPPAR PARTNERSHIP:
STEP ONE:
We asked people to scan Heineken bottles using Blippar.
STEP TWO:
After an age-gate, a custom animation revealed the full Cities experience.
STEP THREE:
In addition to getting local city tips and Heineken offers, people could enter our sweepstakes.
MEDIA PARTNERS:
GET HEINEKEN DELIVERED
Through partnerships with both Drizly and Minibar, we offered free Heineken and Heineken Light delivery plus discounts to VIP subscribers.
BOOK EXCLUSIVE TABLES
We unlocked the toughest reservations in top cities, giving consumers a summer worth remembering. We also promoted a sweepstakes for $250 toward your tab.
HEINEKEN.COM:
PHASE ONE:
In phase one our responsive site offered one of 14 trips to cities across the U.S. from their PC or phone.
PHASE TWO:
In phase two, site visitors could win $10,000 to cover a legendary experience within their home city. Additionally, there were daily instant win prizes from partners including Uber, Fandango and OpenTable.