Heineken Amsterdam is Competing with Microbreweries in This New Stunt
Ellen Smith — June 24, 2017 — Marketing
Heineken Amsterdam is attempting to compete with microbreweries by offering young tourists a personally brewed bottle of the city's famous drink.
To pull off the stunt, the beer company partnered with travel agencies and then targeted ads towards young men who they knew would be traveling to Amsterdam in a month's time. After the men clicked and enlisted through their personally tailored ads, the company was able to begin their brewing process. Heineken successfully connected with this mobile-first generation on Facebook messenger, informing the client of intricate brewing steps, while providing city information, and suggesting activities for the men to check out during their stay. As promised, each beer was fresh and waiting for the men on the day of their arrival. The personal Heinekens were packaged with individual name labels and wrapped in a map of the city with suggested activities based on their likes' and dislikes collected through the Facebook chats.
To pull off the stunt, the beer company partnered with travel agencies and then targeted ads towards young men who they knew would be traveling to Amsterdam in a month's time. After the men clicked and enlisted through their personally tailored ads, the company was able to begin their brewing process. Heineken successfully connected with this mobile-first generation on Facebook messenger, informing the client of intricate brewing steps, while providing city information, and suggesting activities for the men to check out during their stay. As promised, each beer was fresh and waiting for the men on the day of their arrival. The personal Heinekens were packaged with individual name labels and wrapped in a map of the city with suggested activities based on their likes' and dislikes collected through the Facebook chats.
Trend Themes
1. Personalized Brewing Experience - Using technology and personal data to create a unique brewing experience for customers.
2. Micro-targeted Marketing - Leveraging technology to identify and target specific consumer segments with tailored advertisements and experiences.
3. Brewery Tourism - Creating brewery experiences that cater to the tourism industry and offer a unique, localized product to visitors.
Industry Implications
1. Beverage Manufacturing - Beverage companies can use the Heineken Amsterdam example to create personalized experiences for customers through technology and targeted marketing.
2. Travel and Tourism - Travel companies can partner with local breweries to create unique experiences for their customers, further immersing them in the local culture.
3. Marketing and Advertising - The success of Heineken Amsterdam's campaign can inspire marketing and advertising professionals to explore the use of micro-targeted marketing in creating personalized experiences for customers.
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