The Seat campaign by Heineken sees sports fanatics running wildly around Rome and Milan on the hunt for their seat, literally, at the Wembley game finals.
20 tickets were hidden under 20 bright red Wembley seats that should be easily identifiable to true fans of the game, however, they are actually easy to miss due to their devious locations and the one hour time limit allotted for the search. At the end, a limousine pulls up to carry lucky winners to the finals.
As an interactive scavenger hunt, The Seat campaign by Heineken turns game watchers into game players in a way that is fun and challenging while causing a sensation amongst sporty consumers of the brand.
Stats for Chair-Scavenging Campaigns
Trending: Older & Mild
Research: 832 clicks in 151 w
Interest: > 3 minutes
Concept: The Seat
Related: 101 examples / 78 photos
Segment: Males, 18-55
Comparison Set: 37 similar articles, including: remixed brewery branding, bluetooth beer boxes, and hidden camera candidate applications.
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