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Heineken:CRACK THE US OPEN

Presentation By:

Chandra Vijay Dubey, Gaurav Vasani, Jeff Dagg, Varun Thakur

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Instagram

Instagram is an online mobile photo-sharing, video-

sharing and social networking service that enables

its users to take pictures and videos, and share them

on a variety of social networking platforms.

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Heineken

Heineken International is a Dutch brewing company,

founded in 1864 by Gerard Adriaan Heineken in

Amsterdam. Company has worldwide footprint with

operations in over 70 countries. Today, Heineken is

the number one brewer in Europe and the number

three brewer by volume in the world.

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Target Audience

Social Media Users

Social media users who prefer to capture and share

their experience with their friends in real time.

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Beer Drinking ~ Tennis Fans

Male and female tennis fans between the age group

of 35-49 with preference to Heineken product.

Target Audience

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Target Audience

A perfect set of audience for

first of its kind interactive

photo hunt, campaign

based on Instagram

platform.

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About the Campaign

Instagram Based Interactive

Scavenger Hunt

@Crack_the_US _Open

A very original campaign that “Hacked” a

social network to create a new experience

for fans

Managed in real time with a quick

reactivity from community managers

A virtually cheat-proof contest

18 tickets of the US Open Final were

given to 9 Winners

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Campaign Specifics

Heineken Stitched More Than

200 Photos To Create Mosaic

Panorama

Heineken Instagram account signaled the

start of the ticket giveaway and prompted

to search for a particular fan in the

massive scene

Players then followed a series of clues in

the captions of the photos

If they were the first to find their way to

final photo in the game and comment the

code word in the caption, they would win

a pair of tickets to the real game

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Campaign Results

Contest Continued For Three

Days & 1,500 People

Participated

Heineken saw a 20% increase in followers

for the Instagram account during the

contest

According to Heineken, “Instagram was

the perfect platform for this because fans

at events like the US Open are using it to

capture and share their experience with

their friends in real time.”

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THANK

YOU!

Heineken: CRACK THE US OPEN

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