Heineken aims to strengthen its image as premium beer brand in the Chinese market. The campaign builds on the global TV spot ‘The entrance’ to engage consumers online.
Participants are challenged to remember the characters from the TV commercial, which centres around an unexpected reunion between a man and old friends from different stages of his life. Participants able to remember the order of the encounters are eligible to win a one-night stay in a five-star hotel.
The campaign is representative of increased focus on interactivity from Heineken. A spokesperson for the brand noted that social media "is the key to engage the Heineken audience and strengthen our brand image”.
The campaign will run throughout December.
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