| Title | NOT 21%. IT'S 100%. |
| Brand | HEINEKEN TAIWAN |
| Product / Service | HEINEKEN |
| Category | A02. Best Use of Social Media |
| Entrant | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| Entrant Company: | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| PR/Advertising Agency: | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Matt Chen | Medialand Digital Strategy Limited | Creative Director |
| Jasoncw Hou | Medialand Digital Strategy Limited | Ass. Creative Director |
| Peko Cheng | Medialand Digital Strategy Limited | Sr. Project Manager |
| Titan Lee | Medialand Digital Strategy Limited | Art Supervisor |
| Mark Vann | Medialand Digital Strategy Limited | Sr. Interactive Programmer |
| Frank Ma | Medialand Digital Strategy Limited | Interactive Programmer |
| Vincent Yo | Medialand Digital Strategy Limited | Motion Graphic Director |
| Poham Chou | Medialand Digital Strategy Limited | Motion Graphic Supervisor |
| Alex Wu | Medialand Digital Strategy Limited | 3d Designer |
How many Facebook friends do you have? And how many of them have you really interacted with? The first time in the world. Interact with your ALL Facebook friends! Since 2011, Heineken’s branding proposition changed from “It could only be Heineken” to “Open Your World”. How can we make consumers recognize and love the new proposition? 850 million people around the world make friends on Facebook. However, according to the survey, people interacted only with 21% of their Facebook friends. Thus, we promoted to “Interact with the other 79% Facebook friends!” and to “Open Your World! ”. Furthermore, we held an unique Heineken party. The first 100% attendance of all Facebook friends in the world! We created a Facebook app to set a challenge - whoever can make 100% of his/her Facebook friends press “join” the party and make sure all of their attendance in person, will win this historic party. In the campaign, Heineken helped candidates search friends via digital banner, offered flight tickets for their friends abroad, and even mobilized movie stars to join the invitation events. Within one month, more than 40,000 Facebook users participated in the competition, while more than 1.5 million users’ friends received the party invitations and caught the message ”Heineken Open Your World”. Moreover, “Heineken Open Your World 100 % Party” got 343 free news reports around Taiwan.
To make our TA, 25~35 white collars, aware and recognize the new proposition “Open Your World”.
Within one month, more than 40,000 Facebook users participated in the competition, while more than 1.5 million users’ friends received the party invitations and caught the message ”Heineken Open Your World”. Moreover, “Heineken Open Your World 100 % Party” got 343 free news reports.
Step 1. We created a Facebook app to set a challenge - whoever can make 100% of his/her Facebook friends press “join” the party and make sure all of their attendance in person, will win this historic party. Step 2. Once more than 80% of candidates' Facebook friends pressed "join" the party. Heineken helped candidates search the rest of their friends via digital banner, offered flight tickets for their friends abroad, and even mobilized movie stars to join the invitation events. Step 3. We held an awesome party in a night club for the one who successfully invited all his Facebook friends and really made them show up. It's the first time in the world, realize 100 % Facebook friends hang out together!
Since 2011, Heineken’s branding proposition changed from “It could only be Heineken” to “Open Your World”, and the new strategy brought huge impact to both consumer and brand.
850 million people around the world make friends on Facebook. However, according to the survey, people interacted only with 21% of their Facebook friends. Thus, we promoted to “Interact with all your Facebook friends!” and to “Open Your World! ” Furthermore, we held an unique Heineken party. The first 100% attendance of all Facebook friends in the world!