TRENDS INNOVATIONS GREEN ALERT C World of Heirxeken 42 summer 2010 HIP THt CAP TO SEND A A GLOBAL TOOL FOR A LOCAL EFFECT The web reaches everyone, worldwide. But by doing so, it misses a unique, personal touch. Something accessible to anyone is not special anymore. So how can companies of worldwide scale keep inspiring local consumers? "Recently, we launched a great campaign on Facebook," Floris tells us. "Members of our group had to vote for their favourite city, and the city with the most votes would host a special event giving people the opportunity to win tickets for the EUFA Champions League Star Final cup in Brazil. London earned the most votes, so we sent someone there to hide in a bar. At this stage, we were only communicating with members based in London, which you can easily select via Facebook. We gradually sent them clues to where our ambassador was hiding and what he looked like. Those who found him won the Star Final tickets, and the event was featured on our Fleineken fan page. It was very popular both locally and worldwide, making it possible for us to reach two target groups with one campaign. "But, it also works the other way around. In a recent campaign launched in Italy, thousands of people were forced by girlfriends and bosses to attend a concert on the day of an Yellow Cab of San Jose Magic Book I Airport Taxi and Limo Service Sun. Taxi Service American Taxi Cab Service Cupertino Taxi Cab important UEFA Champions League game. After a few minutes of very bad classical music, the curtains came back to reveal a live transmission of the match. Not only was this broadcast live on Italian national television, it became viral in just a few days after people posted the video on their blog, Twitter or Facebook. So, the Internet is not only a global tool that can go local, it is also a local tool that can go global. And this is our greatest asset," says Floris. IT'S NOT JUST ABOUT QUANTITY "Even if a simple campaign can drive the fan base to the point of tripling it within a week, it's not only about the numbers. We would rather have less, but highly-engaged fans who believe in our brand, because these are the ones who differentiate us from our competitors. They create our added value, and are a precious asset for us," Floris explains. "But the digital world doesn't stop at Facebook. "Heineken® is a social product, bringing friends together around a glass of beer," Floris continues. "We have just launched an iPhone application. After downloading it, people with the App can send each other messages for free, on their iPhone or on Facebook," Floris explains enthusiastically. "The point of the application is to send a 30

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2010 | | pagina 32