A New Era for Marketing
TRENDS INNOVATIONS
Facebook, Twitter, Google Buzz, blogs, RSS
feeds, micro-sites, iPhone Apps... They all
contribute to an ever-expanding digital
sphere that's active 24 hours a day, 365 days
a year. Information is exchanged at a rate
that could not be envisioned just ten years
ago, crossing the planet in an instant. Perhaps
more impressive is the fact that this data is
produced by millions of people from diverse
backgrounds, who share their likes, dislikes
and questions about our products on the web's
many communication platforms.
World of Heineken 42 - summer 2010
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Win a pair of Star Final tickets van Heineken
Notities van Heineken
Win a pair of Star Final tickets
vrijdag 8 april 2010 om 17:00
Start here. Post a comment telling us which city YOU will be in on Tuesday Apnl 20th.
Each comment counts as one vote and we will send our Fiesta Fan, with the tickets, to
the city with the most votes below. Once he's there it's up to you: find him first and win
the tickets. Voting closes on April 13th and you only get one vote each so get your
friends to help. Good luck.
1 Delen
Serving customers and consumers in
over 170 countries, Heineken is aiming a
lot further than the traditional marketing
channels of print and television can take
them. Floris Cobelens, responsible for
Heineken's digital communications strategy
explains: "The beer we're selling provides a
unique consumer experience, but we want
to take that a step further. We want to share
these experiences with our consumers and
open a two-way dialogue with them. That's
completely different to the traditional seller-
buyer relationship. For example, using social
networks like Facebook as a primary two-way
communication tool, we build up a bond that
brings us closer to our consumer."
RESPONSIBILITY
"Of course, as is the case for every form
of marketing communication by Heineken,
all online communication with consumers
complies with Heineken's rules for
responsible consumption and targets only
those of legal drinking age in all marketing
activities. This is executed online via age
verification for access to all Heineken's brand
and company websites, for example.
"The Heineken rules for responsible
consumption also ensure that marketing
activity is restricted to environments where
at least 70% of the audience is verified
as over the legal drinking age. Facebook
fits this profile perfectly, with over 90% of
Facebook users aged 18 and over, while 55%
are over 25. The fastest-growing age group
in Facebook is, perhaps
surprisingly, the 55+
age category, though
the biggest growth in
Facebook to date has
been in the 35-44 age
group (more Facebook
Facts on page 29).
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football tournament in the world. And this year we're celebrating it in the land where the
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here.
"In addition, Facebook
users can only become
a fan of a Heineken
brand if they are of legal
drinking age, as defined
in their Facebook
personal profile. Where
age verification isn't possible, on Twitter for
example, we will not use those channels or
sites for any marketing communication."
FULL INTEGRATION
"Digitalisation gives us new opportunities
to communicate with our customers. While
many companies are adding it as part of
their brand's communication plan, we are
taking digital media a step further and aiming
to fully integrate digital tools in all of our
marketing and promotional activities. This
leads to a richer, interactive experience."
Heineken's Dos Equis brand recently put this
theory to the test. In addition to TV spots,
print and outdoor advertising, the campaign
also uses digital space to enable 'The Most
Interesting Man in the World', the character
at the centre of the campaign, to share his
The vote
1. One vote per person - but you can get your friends to help. Voting closes on April 13th
at 8:30PM CET
2. We won't be able to come to countries where alcohol advertising is not allowed.
The tickets
3. You and your friend have to be over 21.
4. Have your valid passport ready.
5. Make sure you're able to travel to Brazil for the Star Final on May 22nd.
background story, advice and philosophies of
life. "We have now more than 180,000 fans on
Dos Equis' Facebook page, and a website that
received over ten million page views during
the campaign, with some spending over 30
minutes per session," says Kheri Tillman, VP
of Marketing for Dos Equis. "To put this in
perspective - imagine how long you normally
spend on a company website yourself when
you're not looking for a specific piece of
information. This allows us to engage with our
loyal consumers on a regular and personal
basis and reward them with frequent and
exclusive content. The Facebook page
became one of the most active pages in the
whole beer category."
TAPPING INTO EMOTIONS
Experts are in agreement that new forms of
digital communication, such as blogs, Twitter
28
