If ever there was a brand which had mastered the art of utilising multiple digital platforms to market itself in the eyes of consumers, Heineken is that very brand.
First came ‘The Serenade’, Heineken’s app designed to provide us with a quirky platform to secure a date for Valentine’s Day, and then came an innovative Facebook campaign, which encouraged designers worldwide to create a limited edition bottle in celebration of Heineken’s 140th birthday. This is a brand which is forever on the hunt for new ways to market itself, to make a statement and ultimately to encourage consumer buy-in.
But Heineken goes beyond those channels used by even some of the world’s most savvy household names to create its own opportunities, tapping into the news agenda and latching onto major global events to reach wider audiences.
In previous years, during the Olympic Games, Heineken has made a name for itself by bringing its ‘This must be Holland’ concept to the relevant hosting regions, on a bigger and more creative scale each time.
This year is to be no different, as Heineken provides us with a virtual taste of just how London’s Alexandra Palace (Ally Pally to most of us) will be transformed into the iconic Holland Heineken House during the Olympic and Paralympic Games.
The brand has designed and released a virtual tour, which gives consumers a glimpse of how the ‘This must be Holland’ design concept will fuse classic Britain with the spirit of Holland. Beginning with a CGI of Alexandra Palace glowing in orange, with the Dutch flag flying over the Palm Court entrance, the virtual tour takes viewers inside the venue and into an arena, Olympic Club, athletics area and Great Hall, which then becomes the medal ceremony. This is set to be one unforgettable, suitably orange, venue!
Heineken’s global activation manager, Hans Erik Tuijt, believes this Holland Heineken House will be the most memorable house yet. Well, if the finished product is anywhere near as impressive as the virtual model, then we’d expect it to attract above and beyond the 100,000 visitors anticipated during the Games.
Here, consumers have been given an opportunity to engage with a campaign before it has been brought to life and, as a result, we are given more chance to share the content far and wide…..just as Heineken had intended us to.
See below to view the virtual tour of Holland Heineken House London 2012: