Heineken Brand Campaign Summary

Heineken beer manufacturer is known to be one of the most creative brands in producing fun and challenging campaigns. In 2015 the company won the Creative Marketer of the Year Award, which they won already twice in competition with other successful brands. In the last years Heineken was actively promoting their “Legends” global brand campaign in cooperation with Wieden + Kennedy Amsterdam advertising agency.

In 2013 they introduced a campaign called “The Voyage/Dropped”, which was the fifth instalment of the “Legends” brand campaign. Dropped was a social experiment that encouraged Heineken consumers to become travellers, not tourists (Wieden + Kennedy, 2015). The campaign featured 6 legendary candidates that were blindfolded and brought to exotic locations, where they had to overcome challenges to get back home. The candidates were followed by camera crew that documented their travelling experience, which were later turned into adventurous episodes that were posted at Heineken “Dropped” YouTube page, accompanied by the candidate’s video diaries and funny statistics (e.g. how much snow was eaten along the way) (Antler, 2013).

The given transmedia campaign is a great example of such campaign. “Dropped” was an instalment of a global brand campaign, where the creators could generate unique unscripted user generated content that turned into a real life story of a person (social experiment). Candidates were actual consumers of Heineken that had to go through an epic adventure sponsored and documented by Heineken. The use of several platforms as television, mobile and full YouTube versions allowed viewers to follow with the Heineken experience and access extra behind the scenes content. The campaign was created to build a relationship and commitment to the