G afternoon, mate! As you know, Facebook now become the GODFATHER of all of us, that is why i try to think outside the arch. Today. I would like to share with you about how a beer brand expressed its point of view by facilitating social discovery. Global beer brand Heineken is helping city dwellers break out of their routine and discover new, trendy hangout spots. The @wherenext campaign scrapes data from social networking sites to make real-time recommendations on which venues are buzzing nearby in more than 100 cities around the world. Heineken worked with R/GA London to develop an algorithm that uses Tweets, Foursquare check-ins and Instagram photos to determine the most popular venues at any given moment in time. Fortunately, I had a wonderful chance to speak to Heineken’s global head of digital, Paul Smailes, to dig deeper into the strategy behind the service. I will list out 3 must-to-have questions for you with Pauls answers: 1. What is Heineken’s challenge in the marketplace? We’re trying to express our brand point of view, which is that in order to progress, men of the world should go beyond their borders or play outside of their comfort zones. And we want to do it in the context of cities. The reason why cities are important to us is that they represent a very large percentage of our current volume. But when you look forward, by 2050, 70% of the world’s population will be living in cities. So this urbanisation trend will only continue, especially in the developed markets. And so for brands to win, it’s critical that they win in cities. The specific challenge for the Heineken brand is how do you create relevancy and how do you connect with consumers around the world with such a big global brand? 2.What insights did you discover in research? We started to uncover a couple of different insights. Firstly, that people are creatures of habit, they go to the same pubs, bars, restaurants or cafes. Even though they may have moved to London for instance, in spite of all its glory and the amazing things that it has to offer, they tend to live in this little village. So how can we encourage people to go beyond that, to get out of their daily routine? Also we found out that people have a bit of a fear of missing out, especially in big cities. There’s so much going on, how can you encourage people to tap into what’s out there? 3. Can you talk me through the execution of the idea? We developed a campaign called Cities of the World. One of the important elements of it is the TVC, where you see a guy use his resourcefulness to embrace the different adventures that he has in his city on his quest to find this girl. So we thought, that’s great from a messaging perspective, but these days consumers are asking more and more of brands. What are we going to do to walk the talk? So, we tasked R/GA London with that campaign idea and said how can we develop a branded utility that will actually help consumers to unlock the adventures of their city? And so they created this fantastic idea of tapping into real time social activity to tell you right now what’s happening around you. Still have more insightful answers from them, but i think the writing is too long for you guys can follow up. So that is for Monday afternoon! Thanks for reading until here :)) I attach a link for you: https://youtube/watch?v=OUlCqKghdic
Posted on: Mon, 01 Dec 2014 07:37:51 +0000
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