Heineken wanted a piece of the action during the 2014/2015 NFL post-season playoffs.The challenge for the Holland-based brewer was that it had no business talking about American football; and even within the context of soccer, it focuses on the fan, not the game.
The Heineken drinker loves the opportunity the game provides to get together with friends as much — if not more — than watching the game itself.
So, rather than talk about the games directly, we used the context of football to talk about something Heineken is in fact an expert on: A life built on bold decisions. We served up challenging social dilemmas on Twitter, asking followers to tell us their play for a chance to win prizes.
Despite beginning as a retail assignment, it morphed into an innovative social engagement program, showcasing digital/social's ability to drive in-store volume, to the tune of a 1% YoY lift in sales.