Heineken Goes Aspirational and Really ‘Likes’ Facebook

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Heineken is ‘making responsible consumption aspirational’ with a new theme, ‘Sunrise belongs to moderate drinkers,’ as part of its global ‘Open Your World’ campaign (remember “The Entrance“?) for the holiday season.

“Heineken has both the opportunity and the responsibility to encourage moderate drinking. This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational,” said Alexis Nasard, Chief Commercial Officer, Heineken.

The holiday campaign (as seen above) launched in November via teasers in London, Ho Chi Minh, Rio de Janiero and San Francisco, with sofas featuring the hashtag #mysunrise placed in locations with spectacular sunrise views asking fans to post photos of their best sunrise moments, tagged #mysunrise on Twitter and pushing to Heineken’s related Facebook app.[more]

DJ Audrey Napoleon stars in the video campaign, developed by agencies Publicis and AKQA, and the sunrise images submitted will be showcased on the brand’s Facebook page with an interactive app, which is now being promoted on the @Heineken global Twitter account through January 2.

Deepening its relationship with Facebook and continuing its digital marketing focus, Heineken just signed a global ad partnership for collaboration on digital campaigns for its 300 brands including Amstel, Foster’s and Strongbow. “Today people need to be solicited all the time,” said Nasard. “We must be present where conversation is happening. It’s about being present, interesting and relevant.”

Heineken already has 4.6 million fans on Facebook, but the deal, starting January 1, 2012, adds four specific things: consulting expertise, education, innovation, and a pricing agreement (not disclosed.)

Heineken has successfully used Facebook for its global campaigns ‘The Entrance’ and ‘The Date’ and for its global sports sponsorship platforms – UEFA Champions League and the 2011 Rugby World Cup.

Heineken’s regional marketing teams are also using Facebook marketing in innovative ways. For 2011’s festive celebrations, Heineken Singapore is promoting the “social Christmas tree,” created via a Facebook app. “Send your friends a unique festive greeting at http://www.socialtree.sg and watch it come alive as a visual showcase on the actual tree at Clarke Quay from December 17-26. At 11 metres tall with 48 LCD screens, it promises to be Singapore’s most spectacular festive landmark ever.”

Marking its upcoming 140th anniversary, Heineken launched The ‘Heineken Limited Edition Design Challenge,’ open for entries through January 31, 2012; form a creative collaboration with a stranger for designing Heineken’s next Limited Edition bottle to be sold globally with the winning duo’s names on the bottle.

In September, liquor giant Diageo, with brands Crown Royal, Jose Cuervo, Baileys, Guinness and Smirnoff, struck a similar $10 million advertising deal with Facebook to boost its brands and increase customer engagement, ‘buying’ early access to Facebook innovations and consultancy acumen with “metrics to help Diageo define ROI and performance across its priority brands.”

Andy Fennell, CMO, Diageo commented: “We are already seeing real value from our work in this space. Over 950 Diageo marketers around the world have now been trained in Facebook boot camps to build their social media capabilities and we are seeing significant returns on investment across a number of brands.”

Facebook’s current “client council” boot camp includes:

  • American Express — Marie Devlin, SVP, Global Advertising Media and Sponsorships
  • Coca-Cola — Wendy Clark, SVP, Integrated Marketing Communications & Capabilities
  • GM — Joel Ewanick, CMO Global Marketing
  • Nestle — Tom Buday, Head of Marketing and Consumer Communication
  • P&G — Mark Pritchard, Global Marketing Officer
  • Unilever — Keith Weed, Chief Marketing and Communications Officer
  • Walmart — Stephen Quinn, EVP & Chief Marketing Officer
  • AEMedia North America — Nigel Morris, CEO
  • BBDO Worldwide — Andrew Robertson, CEO
  • GroupM North America — Rob Norman, CEO
  • Havas and Euro RSCG Worldwide — David Jones, Global CEO
  • McCann Worldgroup — Nick Brien, Chairman and CEO
  • Vivaki — Jack Klues, CEO
  • Heineken is betting big time on Facebook as the social behemoth has become the Billy Goat Gruff and the Trolls, clearly owning the bridge to the social media highway and increasingly collecting the tolls.

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