A 'Dam Fresh Heineken

8:30 pm

Experiential marketing loves to get personal and this year we have seen a trend in brands heading on holiday with us. Heineken is the latest brand to create this personalised experience.

'To cement its status as the “original beer of Amsterdam,” Heineken created “A ’Dam Fresh Heineken,” a campaign that emphasizes the brand’s roots in the city while incorporating innovative uses of travel data and chatbots on Facebook messenger.Heineken worked with DDB & Tribal Amsterdam to target young men who had recently booked a trip to the city. Travel data from hotels and airlines was used to identify the target audience, with banner ads then utilized to encourage people to engage with the campaign.'*
'Since a Heineken takes 28 days to brew, travelers were sent photos and regular updates via Facebook messenger about their personalized beer over the course of the 28 days before their visit. Participants could ask the Facebook chatbot questions about the brewing process, while the bot asked them questions about what they wanted to do in Amsterdam. Upon arrival, the beer, complete with name, flight data and a personalized map of Amsterdam, was waiting for them in the Heineken brewery.'*
I love that this campaign was so personalised and created such excitement and suspense for the travellers from the booking of a fun trip to a surprise treat. However what I'm not so certain of is the fact that the campaign only targeted men. Yes I couldn't think of anything worse that drinking a beer, so maybe I wouldn't appreciate the 'brewing process' or the 'freshness', but the personalisation and visiting the brewery to collect the bottle would be totally me. 


*https://www.jwtintelligence.com/2017/07/destination-activations/?mc_cid=53c5f46770&mc_eid=da0d750ef8


Share This Story

Tags:

You Might Also Like

0 comments

Subscribe