Heineken ‘drops’ customers into immersive ad campaign
Published September 3, 2013 at 3:05 pm
Direct marketing services are essential to companies of all sizes. With more customers using mobile technology and the internet on a daily basis, organizations need to consider those outlets when creating strong advertising campaigns.
This blog discussed last week how companies can benefit from getting customers more directly involved, by asking them to see themselves using a product or service. Heineken has taken a similar approach, and recently released its fifth commercial in a series that encourages viewers to become their own legend.
Called “Dropped,” Heineken created five videos that follow the experience of two real people. Murray and Jakob, hailing from Ireland and Poland, respectively, are handcuffed together and dropped on a tropical island. The duo must work together to get back home. These episodic adventures are part of the beer company’s “Voyage” campaign, according to a company press release.
Voyage uses broadcast, digital and mobile approaches to give customers as integrated of an experience as possible.
“Here, viewers will be able to follow each ‘Dropped’ voyage, access documentary-style content and also contribute their own video entries to the ‘casting couch’—with the ultimate chance of partaking in their own legendary travel adventure,” the press release explained.
Heineken global communications director Sandrine Huijgen said that Dropped is “a social experiment.” Participants are challenged to display their true character and if they do, then they can have a legendary travel experience.
According to a contribution piece in the Creative Review, Murray and Jakob are entertaining for each other and the audience. The scenery might be stunning, but the article explained that the key was the casting.
AdWeek agreed, as it said that Heineken’s web-based marketing created relatable characters and even gives viewers a chance to completely immerse themselves in the brand.