Heineken Heineken Valentines Day: Date In A Box

By:Mustahid Ali

• Type Beer• Manufacturer Heineken

International• Country Of Origin Netherlands• Founded 1873 by Gerard

Adriaan Heineken  

• CEO Jean-Francois van Boxmeer

• Headquarters Amesterdam• Company Worth €27.127 billion• Employees 85,000

Worldwide• 190  breweries in more than 70

countries

• Heineken Group over all brands was 16.46 billion litres globally

• Related Products Heineken Oud Bruin

Heineken Premium Light• Breweries available in Africa and the

Middle East, Asia Pacific, Europe and America

• Third largest brewer in the world after Anheuser-Busch InBev and SABMiller.

• Number 1 in Europe

• Number 2 imported beer in U.S.

What is Date IN A Box?What is Date In A Box?

  Twitter & Instagram based marketing campaign 

 It is a box. A glittery, red box. Inside, there’s a date. An adventurous mystery date..

Tweet @Heineken_US #DateInABox

 a chance to win one of these 25 amazing boxes

Get a code from Heineken

 Post a

picture

of the

box on

InstagramIn order to

retrieve a code to

unlock the date inside

Gifts,

voucher,

Dinner, tips

for

valentine’s

Objective:

• To Catch The Maximum Attention Of The Target Customer

• To Involve The Women Too.

• To In cash The Occasion i.e Valentine Day

• To Make The Traffic And Online Buzz

• To Make It Viral As A Sign Of Love And Making It Mysterious Gift, Thus Create Excitement

Strategy:Two main strategies were1. Cross platform 2. Emotional Resonance

• Their strategy was to planned a digital campaign which will directly hit the users and will attach them to the platform of Heineken.

• By creating emotional and caring values to attract the customer.

• Making the event more interesting by introducing a new game pertaining to the valentine's day.

• To capture the large virtual presence on Twitter and Instagram.

• To attract the women by their near and dear one by twitting and instagram by sharing their feelings to them.

• By Valentine's Day to target the Millennial men ages 21 to 30. 

Situational analysis

• @Heineken_US has 34,000 followers on Twitter, 16.8 million Likes on Facebook, and 5,700 followers on Instagram.

•  It showed just how far social can scale, given the right timing, elements, tone, and target market alignment

• More likes are on facebook but most active followers are on twitter, it was good platform for promotion.

• Their main target was people age of 21 to 35 years and they mostly using the Twitter and Instagram.

• Infact low awareness from non-visitors.

• Word of mouth ranks as highest motivator of promotions.

• Emotional values create a positive ranking in customer mind.

Result:

• It's a fun idea, however as an experiment hoping to reveal a greater truth about the emotional motivation of the modern male and it was a great success.

• After successful digital campaign in2013 they again did the same campaign with new idea’s in 2014, again it was a big hit.

• Focused primarily on young men, later on Heineken launched a highly interactive Facebook app just before Valentine’s Day.

• HEINEKEN DARES DUDES TO GET PUBLICLY MUSHY FOR VALENTINE'S DAY.

• This single campaign creates synergy and cross-promotion between Twitter, Instagram, YouTube (a directional video) and a branded object that can be – and most likely will be – used as a keepsake

Than

k You