PROMO 100: Henieken Light's Promotional Launch is Irresistible

Part of Promo Magazine naming Ryan Partnership the PROMO 100 Agency of the Year was the promotional campaign they created in launching  Heineken's Premium Light brand last year. At the time Ryan didn't have their own experiential marketing staff, so they originally hired an outside firm to help them do on-premise sampling and launch parties. This wasn't very efficient so it lead to Ryan forming it's own experiential marketing agency, Stage. They convinced Heineken USA that this new agency could handle the account by turning their conference room into a bar serving up what else, but Heineken Light to the clients.

The launch also consisted of giving the brand it's own highly interactive consumer website, HeinekenLight.com. This site nows plays off the new tagline introduced earlier this year "Irresistible" where visitors are first greeted by a very refreshing bottle of beer. They can learn about the brewing process and the brand's history. They can experience the beer by playing the "Taste the Difference" interactive game where they have to focus on the details of two very similar photos. They can download something irresistible such as kaladiscope screensavers and images of the unique bottle design. There are also Heineken light interactive invitations that they can use to "invite some friends over". Plus they can see the national advertising campaign and find out where the next events will be held.

To tie in with the current campaign, Ryan created Mission Irresistible, which included sexy women in trench coats and fedoras handing out samples of Heineken Light. The women took photos and collected e-mail addresses of the tasters then e-mailed the pictures along with a link back to the website to those who opted in.

Heineken ran this TV ad which includes the music by the Pussy Cat Dolls which I found on YouTube and included it here. Their latest ad featured on their website is set to the song "Beautiful", sung by Snoop Dogg and Pharell Williams. The most recent ad was created by Berlin Cameron United after an agency review. "What we've been trying to do strategically is introduce the market to the glamorous side of beer" said client brand manager Andy Glaser. "Building off our Dontcha spot we've tapped into a contemporary branding ethos. People want great product, great design and great taste".

I got the privilege to work on two Heineken promotions this past year that were both associated with two of their corporate sponsorships in which I managed the sweepstakes fulfillment portion. I'll save this and follow up with more about these sweepstakes promotions in one of my posts for next week. For now I just wanted to congratulate Ryan Partnership again for their great work and in being named "Agency of the Year".

Comments

[kenny holman]

i would like to get promo list for heineken light in chicago