Dutch beer brand Bavaria just launched a commercial that leaves no mistake. It’s a direct, professional and fun spoof on the popular Walk In Fridge commercial from competitor Heineken, which was released late December 2008. I bet this will be continued..
Heineken booked a nice viral success with the recent Walk In Fridge commercial. Within a couple of weeks it got over 5 million online views. IllegalAdvertising.com is now pointing at a user generated Walk in Fridge, spoofing the commercial. Production is pretty slick, so probably no consumers involved, but that doesn’t spoil the fun.
It’s been a while since we’ve last seen a proper Heineken commercial. A shame, since their ads had been grown out to a real trademark over the years. But with the just released spot below, aimed at the Dutch market, they seem to be back on front.
In Spain Heineken has launched a new campaign to promote its 5 liters beer barrel mixing music and comics. The TV spot very nice as it proposes different camera angles and text baloons like a comic book while playing a song by Adele. The agency is Remo.
The quiz is probably the simplest form of interaction you can use in online marketing. And most of the quiz often end up being also the poorest examples of interactive marketing you find around. But it doesn’t have to be always like this, as Heineken demonstrates with its Destination Moscow action.
Created by Born05, the website delivers a great experience, through an excellent sound design and an accurate art direction. The quiz presents you with five questions, if you get them right, you can win tickets for the Champions League final next May in Moscow.
So next time you feel like complaining because your client is not brave at all and just wants to have a “quiz”, think again, remember of Destination Moscow and, as Elvis used to say, “do something worth remembering”!
In The Netherlands, Heineken has recently launched a nice advergame based on geo tracking technology. The mechanism is quite original: players are challenged to spot and track the Heineken’s Delivery Men driving around the country, and then guess their destination for the next delivery. Those who discover faster the destination of the journey gain the chance to win a Nokia phone. The Delivery Men can be tracked in real time on the site from 9am to 5pm while they perform their daily job and generate “real joureys data” for the game.
A nice Tv ad by Heineken. The world changes, the beer stays the same. If you know the agency who did it, please leave a comment. [found at Coolz0r]
Heineken is currently investing about $50m in the launch of its new Premium Light beer. Part of the budget will be dedicated to online marketing and advertising. Online ads are already running on sites which reach 25 to 29 years old men, driving traffic to a flashy and stylish site (by Berlin Cameron United) where the new beer is unveiled. A (not so) viral video is also part of the effort, with “master mystifier Criss Angel attempting a jaw-dropping escape in the hear of NYC“… Print and TV ads are also part of the most expensive product launch Heineken has ever done. [news via Brand Republic]
Here in The Netherlands interactive agency Qi has launched an innovative campaign for Heineken taking advantage of Google Image Search. To promote the Heineken’s Tapvat (a sort of portable beertender) they have created a personalized postcard generator and a competition that allows visitors to win they favorite travel destination. All you have to do is to type in the city you’d like to visit. The system connects to Google Image Search and comes up with a series of pictures. Pick the one your prefer and the site will create your personalized postcard.
In the UK Heineken has decided to shift its £6.5m advertising budget away from TV and rather invest in sports sponsorships and point-of-sale promotions. Rob Marijnen, managing director of Heineken UK explains on Times Online:“The enormously cluttered environment in TV ads makes it difficult to make standout ads. It’s also very expensive and it’s questionable as to its effectiveness.”
Media fragmentation makes it difficult to target Heineken’s core market (18 to 26 years old) through TV ads and buying airtime is getting more and more expensive. These are basically the reasons that convinced the Dutch brand to look for new solutions in advertising. Who will follow?
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