Heineken Digital Campaign

The beer brand Heineken had an idea to create a global sustainability programme. They identified that their main target and people who purchased the most was men between the ages of 25 and 34. These men were studied and analysed for this campaign. It showed that they used social media several times a day, that they went out twice a week and that they cared very little about recycling. Heineken noticed these men had no motivation to recycle. This campaign was aimed to get these men to recycle more.  A competition was made called ‘The HeineKingdom’. The aim here was for customers to recycle their way to the top of the throne. 13 recycle parlours were set up in the Miami area. These were areas that customers could recycle their Heineken bottles after use. The parlours were set up conveniently for customers to encourage them to engage in this campaign. There was a bar code on each of the bottles label, and one just simply had to download the app and scan this bar code when they recycled.  Each time you scanned a bottle and recycled it, you got a point on to your app. The app also showed a map of all participating outlets and also who the current HeineKing was. This digital campaign encouraged people to participate and recycle, because whoever was named king got to drink free beer.  The campaign was advertised on social media as well as billboards and posters. This digital campaign was a huge success for Heineken as it saw sales increase in the Miami area and it also raised awareness for recycling bottles after use.