These Heineken Ads Show the Beer's Complete Ingredient List
Laura McQuarrie — May 20, 2016 — Marketing
These clever Heineken ads show off the quality of the carefully selected ingredients that go into the beer and at the same time, promote the product as the official beer as the UEFA Champions League.
It's by no means odd for a brand to use a hashtag to promote a product, but this one from Heineken goes beyond using just a few memorable words. Instead, the beer brand lists the entirety of its ingredients and processes and in doing so, reaches the 100-character limit Twitter has in place.
People who see the long hashtag are encouraged to share it for a chance to win tickets for the UFL final. Stunts like this where consumers have to "prove themselves" to a brand have become popular, especially if a significant amount of effort is required.
It's by no means odd for a brand to use a hashtag to promote a product, but this one from Heineken goes beyond using just a few memorable words. Instead, the beer brand lists the entirety of its ingredients and processes and in doing so, reaches the 100-character limit Twitter has in place.
People who see the long hashtag are encouraged to share it for a chance to win tickets for the UFL final. Stunts like this where consumers have to "prove themselves" to a brand have become popular, especially if a significant amount of effort is required.
Trend Themes
1. Hashtag Marketing - Using lengthy hashtags to convey product information and engage consumers in a unique way.
2. Ingredient Transparency - Brands showcasing their complete list of ingredients and production processes to build trust and promote quality.
3. Interactive Advertising - Creating engagement by gamifying marketing campaigns and offering rewards to consumers who participate.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage brands to use comprehensive ingredient lists and transparency as a marketing strategy.
2. Social Media and Advertising - Incorporating interactive and gamified elements into social media marketing campaigns to increase customer participation and brand exposure.
3. Sports and Events - Creating immersive experiences for fans and attendees by utilizing interactive advertising techniques for sports and event promotions.
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