Heineken - #openyourcity Hong Kong

Heineken - #openyourcity O2O activation

Brand Activation   20th July 2018 - Catalyst Agency

What is it?

How do you make a brand activation come alive for a city that never sleeps like Hong Kong? For their 2016 Summer Marketing campaign Heineken activated the global ’Shape your City’ campaign in Hong Kong with the first fully branded Tram bar experience.

This experiential activation included a fully decked out Heineken bar which toured the city. To get a seat on the Tram, Heineken created a mechanism which encouraged sales - upload a selfie drinking a Heineken, take part in their ‘cities’ board game and send a text message to Heineken with your receipt of beer purchase.

Key Takeaway:

Make it a 360 campaign – look beyond the offline and find ways to integrate your efforts with social media reach and online gamification. Ensure the campaign reaches beyond just the physical activation.

Be first – Heineken created a stir as this was a first for Hong Kong!

Recommended Articles

Event Technology report 2018 Technology is forever evolving, what was hot one month is old news the next. So to keep us & you on top of it all we have picked our favourite trends in 2018 so far.  Get in touch if you would need help implementing one of these trends at your next event....
What is it? New Balance’s campaign saw the sneaker brand open a pop-up pub, called the Runaway, in London! The brand collaborated with social fitness app Strava to launch four marathon-themed challenges for runners taking on the Spring Marathon. When runners join the Strava Challenge,...
  What is it? Art Institute of Chicago and Airbnb invited the public to spend a night in Van Goh’s bedroom. The first nights sold in less than 5 minutes. And why is this a campaign we love? A very creative execution, and garnered plenty of PR exposure globally.