Heineken celebrates 140 years with a little help from its fans
By Gemma Storey on Wednesday, December 12, 2012
Heineken has come up with a great way to showcase the brand, by setting up a wall of beer bottles lit by LED lights in front of the Heineken Experience building in Amsterdam. The five thousand green bottles will form a digital video screen that will showcase Facebook fans messages and pictures celebrating the brands 140th birthday.
Heineken has also launched a Facebook app, Heineken – Your Future Bottle, which asks fans to submit their designs for a 2013/14 limited edition bottle. The best 30 will be picked by an expert panel and featured at Milan Design Week in April 2013, where a public vote will help pick the winner.
Often, celebrating the anniversary of a brand or product can look like an exercise in vanity. What Heineken is doing with its 140 years celebrations is to make the campaign relevant to its audience, by getting them involved and providing them with a bit of entertainment. It’s a smart campaign from a brand that has a history of embracing user generated content.