Heineken - CHEERS FOR BEER!
The Ask: Make fresh connections with Heineken.
The Insight: Making new connections as an adult can be difficult. Heineken wants to be the catalyst for sparking new and delightful connections by bringing unexpected people together over shared interests.
AD: Hunter Bell & CW: Jennifer Richard
HOW IT WORKS
We’ll launch our campaign during champions league, when football club debates are at its peak.
Our special Heineken dispensers will be mounted at the football stadium hosting the UEFA matches to drive conversations.
Participants are required to get a partner from a rival club to be detected by our Heineken dispenser to get a free pair of Heineken.
DISPENSAR MECHANICS
The machine is prompted by motion detection and challenges participants to rep their team.
Participants are to choose a fan from an opposing team and then ask what team they support to continue.
Participants are to use their voice to rep their team on a scale of 1-10 to unlock a pair of Heineken.
The machine will measure how passionate they are about their team based on the pitch of their voice.
Both participants must score an equal pitch of at least 8 to unlock the dispenser..
Screen POV
PACKAGE DESIGN
Participants will scan their ID to verify they are are of legal drinking age before grabbing the drink.
Under each pair of Heineken holds a free ticket for two to the next football match.
ONLINE ENGAGEMENT
SNAPCHAT X HEINEKEN
We’ll partner with Snapchat to create a one of a kind filter for all the teams playing in the UEFA champions league.
Using color recognition, the app will allow users users take photos with an opposing team to grab a free pair of Heineken together from a bar or a Heineken dispenser.
