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