Truly outstanding marketing is difficult to come by. Marketers too often focus on achieving one goal or objective, such as awareness or trial, that they completely miss their target. The emergence of online, social media, and mobile channels have further complicated the process as brands struggle to figure out these channels. Heineken, and their “Made to Entertain” (click this link to watch the video) campaign, recently solved this mystery.
Heineken: We know how to Market
Heineken organized an event centered on the AC Milan-Real Madrid soccer match to launch its Champions League sponsorship that successfully tied in every channel you could imagine, and created tons “buzz.” Heineken’s event is a prime example of targeting, understanding the consumer, and finding a creative way to reach them.
After soliciting the help of hundreds of friends, girlfriends, bosses, and some media outlets, Heineken successfully planned a classical music event during the exact time the game was on. Over 1100 Italian soccer fans had their “sacred moment” taken away, and were forced to sit through about fifteen minutes of a string quartet’s performance. Then Heineken came to the rescue.
The transition from classical music to world class soccer was nothing short of hilarious, and even the most skeptical consumers could appreciate it. However, the most important aspect of this event is the buzz. While the target segment was reached and Heineken’s brand equity improved for this smaller segment, the fallout via the internet, news stations, YouTube, and blogs like this is the real gold mine. Heineken has achieved millions of dollars in coverage as a result of their creativity, and has set a new standard for creative marketing in my mind.
What are other examples of great marketing you have seen recently? What do you think of Heineken’s event?
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