Heineken.com enters new digital era
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TRENDS INNOVATIONS
In tandem with the continued development in digital technology and the new streamlined
visual identity for the Heineken® brand, Heineken has revamped its global website and
aims to have a more consistent look across its country sites worldwide.
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"The new streamlined visual identity for
the Heineken brand will be seen in all our
communication platforms," say Cyril Charzat,
Global Marketing Manager Heineken.
Manager Global Heineken Digital Media Floris
Cobelens says, "Digital media has become
increasingly important in the past few
years. It is critical that our premium
quality Heineken brand image is clearly
communicated on the web."
Floris points out that digital media is playing
a progressively bigger role in marketing and
advertising. "For example, businesses in the
UK this year have spent more money on web
advertising than on television ads."
Since September 2009, Heineken's global
website has shown off a new look which
is sophisticated, streamlined and highly
interactive. International Heineken activities
are featured prominently on the site, starting
with Heineken's sponsorship of the UEFA
Champions League soccer games, which
include digital competitions and prizes.
"This first content phase will be followed
with more brand-related features, and then
some specific activation areas like music or
packaging," Floris says.
GLOBAL LOOK WITH LOCAL COLOUR
Heineken aims to develop and implement
a consistent, state-of-the art global Web
presence, which can be customised locally.
In the past, Floris explains, there has been too
little consistency in the look, feel and content
of the Heineken sites in different countries.
"There are definitely good web campaigns
carried out in some countries, but until now
they have been incidental and lacking an
overall structure. This will change within the
coming year."
While it is important that Heineken sites in
each country may get flexibility in language,
pictures and other activations, it is also
crucial that all the sites convey a consistent
look. "Central content management system
will guarantee that our sites worldwide
have similar visualisation, navigation, and
technological tools. Meanwhile, each country
will be free to develop their own content, as
long as it fits in our overall digital rules and
guidelines," Floris says.
UK, Ireland and Hungary are currently part
of a digital pilot project working towards
the above goals. Starting from 2010,
other countries will gradually be added
to the platform. There are also efforts to
have a more active exchange of ideas and
campaigns among Heineken's digital experts
from different countries.
SOCIAL MEDIA
An important part of Heineken's digital
development is its increased participation
in social digital media tools. "We focus on
social platforms with a global reach such as
Facebook, Youtube, and Twitter."
"The digital world is moving quickly, creating
new opportunities for our brand. We are
embracing a new way of interacting with our
consumers," Floris concludes.
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