Heineken's Mysterious Date in a Box is Unlocked with an Instagram Photo
Laura McQuarrie — February 13, 2014 — Marketing
References: twitpic & digitalbuzzblog
Heineken's Date in a Box is a pretty red glittery safe topped with a bow that contains an awesome mystery date for one couple on Valentine's Day. To get in on the fun, girls must request to have a date box sent to their guys, but the codes to the boxes will only be sent to the guy if he's brave enough to post a picture of the box on Instagram first.
The idea is all about seeing if a guy is willing to show off his sensitive side. It's a sweet gesture and a fun way to interact with couples on social media ahead of Valentine's Day. Heineken is running the contest until Valentine's Day, or until all the boxes are sent out.
The idea is all about seeing if a guy is willing to show off his sensitive side. It's a sweet gesture and a fun way to interact with couples on social media ahead of Valentine's Day. Heineken is running the contest until Valentine's Day, or until all the boxes are sent out.
Trend Themes
1. Interactive Social Media Contests - Creating contests that engage users on social media platforms, such as Instagram, can generate buzz and increase brand awareness.
2. Mystery and Surprise Marketing - Using mysterious and surprise elements in marketing campaigns can create anticipation and excitement among consumers, leading to increased engagement and brand loyalty.
3. Branding Through Shared Experiences - Creating unique and memorable experiences for couples or groups can help foster a sense of connection and association with a brand.
Industry Implications
1. Alcoholic Beverages - Alcoholic beverage companies can leverage interactive social media contests to promote their products and engage with consumers in a fun and interactive way.
2. Event Planning and Experiences - Companies in the event planning and experiences industry can explore the use of mystery and surprise marketing tactics to create unique and memorable experiences for their clients and attendees.
3. Social Media Marketing - Social media marketing agencies and professionals can offer services to help brands create and execute interactive social media contests, leveraging the power of platforms like Instagram to engage with target audiences.
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