Heineken Spectre case study LogoGrab – The technology behind Heineken’s global activations “Better than any other redemption tool we have used” “The most direct link between digital engagement and sales” Heineken activated their $64 million campaign in 55 countries Using LogoGrab’s unique, patented technology, Heineken invited their customers to “open Bond’s world” by simply grabbing the limited-edition Spectre bottles. Over 200,000 entries throughout the three-month campaign. Incentive–driven engagement in the US with the reward of cinema tickets from Fandango. One-in-seven chance for consumers to win. This yielded a 4x increase in engagement with consumers. The Campaign brief To create a digital mobile campaign that could simultaneously activate in 55 countries worldwide, including America, Asia and Europe. The campaign had to be a complete, end-to-end brand experience for customers, one which immersed them in Heineken’s brand and did not break the consumer’s journey with the need to download an app. Heineken wanted to maintain the ability to collect all consumer and campaign data through a single Heineken.com platform. This data could then be used for important brand insights.
Transcript
Heineken Spectre case study
LogoGrab – The technology behind Heineken’s global activations
“Better than any other redemption tool we have used”
“The most direct link between digital engagement and sales”
Heineken activated their $64 million campaign in 55 countries
Using LogoGrab’s unique, patented technology, Heineken invited their customers to “open Bond’s world” by simply grabbing the limited-edition Spectre bottles.
Over 200,000 entries throughout the three-month campaign.
Incentive–driven engagement in the US with the reward of cinema tickets from Fandango. One-in-seven chance for consumers to win. This yielded a 4x increase in engagement with consumers.
The Campaign brief
To create a digital mobile campaign that could simultaneously activate in 55 countries worldwide, including America, Asia and Europe.
The campaign had to be a complete, end-to-end brand experience for customers, one which immersed them in Heineken’s brand and did not break the consumer’s journey with the need to download an app.
Heineken wanted to maintain the ability to collect all consumer and campaign data through a single Heineken.com platform. This data could then be used for important brand insights.
How LogoGrab helped
LogoGrab’s no-app-required technology allowed Heineken to create a completely customisable end-to-end brand experience using Heineken.com.
By grabbing the logo on limited-edition Heineken Spectre bottles, customers were able to “open Bond’s world” and access exclusive behind-the-scenes footage of the upcoming Spectre movie. This created meaningful interactions between the brand and their consumers.
Heineken brought their consumers on a journey, taking them from offline to online – making the Heineken brand 100% connected to their customers.
During the campaign Heineken drove sales with rewards via smartphone and without the need for “old-fashioned” redemption codes.
Results
LogoGrab activated the web-based augmented-reality campaign on September 21st to coincide with the launch of Heineken Spectre’s “Open Bond’s World” advertising campaign. The campaign resulted in over 14 million ad impressions.
During the James Bond-centered campaign, Heineken sold over 500 million limited-edition Spectre bottles across the globe. Heineken Europe saw a 10% increase in sales during the campaign months between September to December.
During the campaign over 200,000 entries came in, with 4x more scans in the US than anywhere else. The US drove engagement by offering a one-in-seven chance to win cinema tickets to the James Bond Spectre movie and over 4,000 Fandango prizes were awarded.
