Crossmedia p artnership 2014 In 2014 Heineken launched their extremely successful Open Your City campaign offering Men Of The World MOTW the opportunity to explore their cities through the creation and curation of unique experiences related to music arts technology ID: 271028
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Heineken star screenings
Cross-media
p
artnership
, 2014
In
2014, Heineken launched their extremely successful ‘Open Your City’ campaign, offering Men Of The World (MOTW) the opportunity to explore their cities through the creation and curation of unique experiences related to music, arts, technology, travel and entertainment.
The ‘Heineken Star Screenings’ campaign was launched in partnership with Digital Cinema Media (DCM), Picturehouse (PH) cinemas, The Metro, Empire Magazine and Starcom MediaVest to gain maximum exposure to a target ABC1 male 21-44 audience.As part of this campaign, London based PH cinemas hosted Heineken preview screenings of some of the year’s strongest male-focussed films, such as Nightcrawler, Horrible Bosses 2 and Sin City.The screenings were supported by visual foyer assets, including eye-catching branded Heineken banners in PH foyers. Heineken also sponsored PH bar sites for three months, ensuring Heineken was fully stocked at all PH sites and put out on display for screening days.
Background
Idea
‘Men of the World’Slide2
Heineken star screenings Cross-media partnership, 2014The previews saw excellent attendance. No film saw less than a 70% attendance rate during the campaign, with Nightcrawler attracting a full house on the night. In total, over 1,000 people attended the previews. Each preview received a 20x3 ad in the Metro and an introductory article in Empire Magazine, ensuring maximum coverage and exposure to the target audience. Picturehouse also provided extensive coverage across their online assets and, on arrival at the cinemas, guests were treated to a free Heineken and free popcorn, courtesy of Digital Cinema Media (DCM). At the first preview all guests received a free copy of the latest Empire Magazine issue, while all guests were also encouraged to tweet about the films and share their experience on social media throughout the whole campaign.Campaign SummaryAverage attendanceAdmissions delivery on 60” with all Alcohol AGP films in campaignReadership of Metro e-newsletters that featured co-branded coverage of the previews87%101%1.5mAdvertiserHeinekenCoverageLondonMedia AgencyStarcom MediavestCreative AgencySt Luke’sTarget AudienceABC1, 21+, MaleDuration20/08/2014 – 02/12/2014
“The Picturehouse partnership has been fantastic for the Heineken brand. It delivered against our key ‘Men of the World’ passion point and received the highest number of entrants / visits on Star Treatment website”
– Hannah Dray, Brand Manager
Admissions to sites while Heineken was bar sponsor
720,120