Last year, Heineken launched 'The Decision' campaign and now, the beer brand has introduced The World Cup Decision for the 2014 Brazil World Cup. The stunt involved scoping out guys who were drinking Heineken at a bar ahead of the UEFA Champions League Final and having an attractive woman ask if they would like to watch the game with her—which would involve immediately getting on a flight to London. The experience was set up similarly to the Bud Light 2014 Super Bowl ad, which also encouraged spontaneously saying "yes" to adventure.
While some practical thinkers turned down the offer to fly to London for the game, one man accepted the challenge and raced to the airport on time. The video went up on YouTube 10 minutes ahead of the UEFA final and became a record-setting ad.
Key Themes Behind This Trend
- Spontaneous Advertising Campaigns
- There is an opportunity for brands to create spontaneous campaigns that engage consumers and encourage them to say 'yes' to unique experiences.
- Real-time Marketing
- Brands can leverage real-time events, such as sporting events, to create timely and impactful marketing campaigns.
- User-generated Content
- Encouraging consumers to share their experiences through user-generated content can help create viral marketing campaigns.
Where This Applies
- Beer Industry
- Beer brands can use innovative and spontaneous campaigns to differentiate themselves in a competitive market.
- Advertising Industry
- Advertising agencies can develop creative strategies that capitalize on real-time events and engage consumers.
- Digital Marketing Industry
- Digital marketers can explore ways to harness user-generated content and create viral marketing campaigns.
