The Brief

Whenever Heineken throws a party, it has to be the talk of the town. This year, Heineken wanted to host an exclusive party featuring world-class DJ Breakbot. But with all the parties out there, how do we make sure that Heineken becomes the party to look forward to? How do we get people talking about it? How do we make sure that these become the most sought after, hottest tickets in town?

Creative Execution

Heineken’s The Unshare Party. Tickets to the party were released through different websites. But we only released one ticket per hour. Whoever grabbed the ticket first got to join the party. If you didn’t want to lose, you needed to be fast. Mechanic 1.Like the Heineken Fan Page and allow the “Unshare Party” app. 2.The app will alert you when and where the ticket will be pop up. There’s a timer that counts down and when time is up, the website containing the ticket will be revealed. 3.The first person to grab the ticket gets to go to the party.

Describe the creative solution to the brief/objective.

When it comes to social media, it’s all about getting people to share. To get people excited about the party, we thought, why not tell them to do the opposite? We told them to stop sharing. We told them to keep it a secret from their friends.

Results

Results • 19,563,793 people heard about this party. • 115,862 people fought for tickets. • Only 100 people won the tickets. • Lastly, this campaign got selected to be ‘Facebook Market of the Month’ of Heineken global facebook page in February 2013