PROJECT TYPE: ON-PREMISE
EVENT: Step Into Amsterdam
Help Heineken make an impact in the on-premise channel by developing an engaging and educational consumer experience that presents both the authenticity of the brand as well as its technological innovations with the BrewLock Draught System, which removes CO2 and utilizes compressed air to deliver the freshest Heineken one can enjoy outside of Amsterdam.
Allow consumers to “Step Into Amsterdam” with the creation of a simulated Heineken Brewery complete with Dutch speaking Brand Ambassador who is able to take participants on a journey of Heineken history while coaching consumers on the perfect Heineken pour. The engagement is capped off with consumer attempting to pour their very own Heineken with our self-service BrewLock draught system.
This unique engagement exceeded brand KPI’s by 23% in relation to consumers pouring their own Heineken Custom photo app exceeded KPI’s by 20% and realized an open rate of 61% a share rate of 16.1%. Serving as a pilot program in New York, Step Into Amsterdam is slated to be rolled out to other regions in 2018 in a renewed brand effort to “win” the on-premise.