Innovative Digital Program Receiving International Attention
With an iconic brand like Heineken, sometimes the best ideas come from finding a need in your passionate audience and solving it for them. To call soccer fans enthusiastic would be an understatement. But the UEFA Champions League games are being played in Europe while fans in the U.S. are still at work, leaving them subject to dreaded spoilers and missing out on the fun. So TVP created Keep it Legendary, a set of tools accessed through a dedicated tab on the Heineken Facebook page, to help these fans maximize their excitement and eliminate the things that would ruin their experience. The tools work before, during, and after the games: the Fever Keeper blocks online information related to the matches until you're ready to watch them, and the Venue Locator helps you plan your game-watching after work with friends.
Innovative Mobile Video Program Aims to Reach the “Family CEO”
In yesterday’s article, titled “Zyrtec Reaches Female Hispanics with Mobile, Video,” on ClickZ, Kate Kaye highlighted the ground-breaking new program we launched for our Zyrtec® client, including insights from our own Brian Anderson, EVP, Digital + Direct Experience. The national campaign kicked off with an all-mobile video ad targeting Hispanic women. Springing from the context of Hispanic consumers’ high use of mobile devices, combined with understanding of the Hispanic mother as decision-maker regarding the health of her family, these ads reach the target where she is with media tailored not only to her interests, but all the way down to her mobile connection type. Other elements of the campaign include digital coupons and an in-banner interactive game.
For the past eleven years, Heineken has been a key sponsor of the Latin Grammys, but this year, TVP took this involvement to exciting new heights. Music social journalists, social media platforms, and digital extensions were leveraged for a comprehensive experience.