Heineken’s Digital Gamble
The nontraditional method of running ads online before tv has proven successful for the brand.
Heineken’s global advertising campaign is taking a different route to attract consumers, debuting commercials online rather than on TV. Alexis Nasard, chief commercial officer at Heineken International in Amsterdam, said brands must:
Think digital at the inception, not as an afterthought…the digital element must be part of the brief and the creative presentation.
The “Open Your World” campaign started with an ad called “The Entrance”, which ran first on the brand’s YouTube channel (now at 3.5 million views) and Facebook page before reaching TV screens three months later.
11 clips, featuring characters from the ad, have been shown online only and watched more than a million times on YouTube. A new commercial called “The Date” made it’s debut online last week, with plans for it to be shown on TV in September. Additional digital content will see visitors to the site able to customize video clips with a serenade asking a love interest for a date.