HEINEKEN
Overview
Dutch agency, Boomerang Create, needed an American copywriter to translate their vision for two campaigns into language that would resonate with U.S. audiences.
the challenge
The first challenge was to create in-image ad copy and corresponding social media captions to promote Heineken Light's award-winning, low calorie light beer.
The second was to create city-specific web card copy for X (formerly Twitter) to promote Heineken’s partnership with experiential marketing platform, Gratafy.
The campaign to give complimentary beers to consumers 21+ in key markets nationwide via Facebook and Twitter. The campaign connected fans in social settings through social media in Los Angeles, Chicago, San Francisco and Houston, by offering a free Heineken®, Heineken Light® or Dos Equis® at restaurants and bars partnered with Gratafy. The activation marked the largest social sampling program ever via Facebook, as well as the first time a brand had partnered to sample beer via Twitter.
SUBWAY SYMPHONY CAMPAIGN
The third challenge was to create engaging copy to promote Heineken’s NY-based Subway Symphony campaign.
On the heels of the recent #SubwaySymphony campaign, consumers in Los Angeles, Chicago, San Francisco, and Houston will be rewarded for opening their world by receiving an opportunity to get a complimentary Heineken lager or Heineken Light— the recent two-time award winner of the Best Tasting Low Calorie Lager at the World Beer Championships.
WEB CARD SAMPLES
To support the Subway Symphony campaign with James Murphy, Heineken asked me to create web card copy to promote and reward its sharing with a free beer.
A great cause deserves a great beer—ON US! Redeem yours here.
Share the cause, sip a cold one ON US!
Have a Heineken ON THE HOUSE. Click to redeem.
Help a great cause, drink a great beer—no charge! No kidding.
Enjoy a free Heineken
A good deed deserves a great beer—ON US!
You helped make the subway sound sweeter. Have a beer on us!
A great cause deserves a great beer—on us!
Twitter Copy
They also had me craft city-specific copy for Twitter that similarly promoted and rewarded the social sharing of the campaign.
