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Posterscope Brazil creates Heineken promotion panel at Rock in Rio

With 16m x 3m, a mega panel of Heineken, the official beer of Rock in Rio, was developed and installed by Posterscope Brazil one of the main the festival access roads.Media Specializing in out of home and brand experience, the multinational company Dentsu Aegis Network applied volume and Blockletter, offering 3D effect to the letters and images, and LED lighting, enhancing the brand and the product. This outdoor media integrates the different activations of the brand to the event, which ranges from actions at points of sale to attractions and spaces within the City of Rock as the Tyrolean Heineken. The mega panel was adopted in order to get the public going to and from the event. So it will be on Avenida Ayrton Senna, Barra da Tijuca, in Rio de Janeiro throughout the festival period.
Via: Fernando Vasconcelos

Heineken: It’s Your Call

Heineken and creative agency Rothco, Dublin shows you what happens when you take one of rugby’s biggest legends and hide him inside a prize machine in a Dublin pub.
Jonah Lomu, whose 15 Rugby World Cup tries propelled him to legend status in the game was taking part in a promotional campaign for beer company Heineken in the run up to this year’s tournament.
Guests at Harry Byrnes pub were the first to get a taste of the unpredictability of the coin flip, with Lomu hiding inside what they thought was a regular vending machine, and offering up some customised gifts that left everyone scratching their heads.
Ireland rugby hero Shane Horgan was on hand to reveal the true identity of the contents of the vending machine – much to the surprise and amusement of the rugby fans.
The campaign gives rugby fans the once-in-a-lifetime opportunity to be at the pre-match coin toss at an Ireland match during the tournament this autumn, right next to the team captains, moments before the game kicks-off.
Lomu said: “This Heineken video was a lot of fun to shoot. The Irish are known for their sense of humour across the world, so I was delighted to put that to the test. Seeing people’s faces as they tried to figure out what was going on was a real highlight.”
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Heineken brings Rugby stars to digital OOH

Heineken, one of the worldwide partners of the Rugby World Cup, is using Motion@Waterloo in its multi-platform OOH campaign. The creative features clips from the TV spot featuring famous Rugby players Jonah Lomu and John Smit.
The campaign was planned and booked by Starcom MediaVest Group and Posterscope.

Strongbow Cloudy Apple Cider engages using OOH and experiential

The launch of Heineken’s new Strongbow cloudy cider, the biggest alcohol launch in 2015, is being supported by a national campaign on OOH, TV, mobile and social media.
As part of the widespread OOH activity, which also includes a Cromwell Road special build and banners as well as traditional formats, there is experiential activity – involving a modern take on the classic fairground ‘buzzer’ game.
A bespoke interactive Strongbow Archer’s lightning bolt will tour around the UK giving participants the opportunity to play the game of guiding a ring down the lightning without touching it to complete the challenge in the quickest time possible. The game play will be connected to existing Digital OOH and bought in screens, and as the player progresses, motions sensors on the lightning bolt trigger relevant content on screen. Tying in with campaign creative we use sound and dynamic content to create the effect of a storm building on screen. As the player reaches the end of the game a crack of lighting shoots across the screen, igniting a glass of the new Strongbow Cloudy Apple cider with life.
A site specific and regional leader board element will also feature, based on time taken to complete the game. Participants will be able to access this remotely via a microsite which can link to social channels.
This campaign, which connects the digital world with real life physical experiences,  not only captures the imagination of consumers, whilst bringing to life the creative concept but it also uses the strengths of OOH to amplify experiences to the mass public.
The campaign was created by psLIVE, Posterscope and SMG.
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GPS-bottles lead the curious to the Heineken promised land

Heineken’s Bottle With a Mission campaign lures unsuspecting Amsterdam residents and tourists to their brewery in a certainly novel manner.
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This campaign, created by JWT Amsterdam, involved the creation of custom-made Heineken bottles which had integrated in them a GPS system designed to lead people who picked them up back to the Heineken Experience brewery. The bottles, placed randomly throughout the city, would activate and vibrate once picked up thanks to an accelerometer. The cap would then light up and start swiveling to point the way to the promised land, like a beer version of the Star of Bethlehem.
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Dirk Lubbers, Manager of the Heineken Experience, describes the reasoning behind the campaign best: “Handing out flyers is not very Heineken, so we wanted to play on the brand’s famous inventiveness, wit, and pioneering spirit and create something that stands out for potential visitors… Our key differentiator is that we invite each visitor on a cultural and historical journey, enabling them to interact with the brand. This initiative is a great representation of our approach: innovative, dynamic, surprising, and always leave you with unforgettable memories.”
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Via: psfk

Heineken Marks 140 Year Anniversary With A Light Installation Powered by Facebook Messages

Heineken marked its 140-year anniversary with the launch of a light installation, inviting people across the globe to connect in celebration. 5,000 green Heineken bottles, each carrying an LED light inside, were used to create a digital video screen outside the Heineken Experience building in Amsterdam, which allowed people to share their own celebration messages via a dedicated tab on Heineken’s Facebook page.
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Via: The Drum

Heineken created personalised QR codes at a music festival

At the Heineken Open’er festival, festival goers could create customised QR code stickers that attendees could wear and scan to spark up a conversation.  The codes became social lubricants to make the concertgoing experience more social and fun.  5,000 codes were created by attendees.
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Via: jonathanmildenhall.tumblr.com

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