Heineken Lets Fans Interact With "The Entrance" on YouTube

Over the past few months, Heineken's commercial "The Entrance" has universally been embraced by millions of consumers across the world. The commercial, created in tandem with Wieden + Kennedy Amsterdam, has attracted over 1 million views on YouTube and millions of more impressions on television.

However, while the campaign proved to be very successful in North America, Heineken took the campaign to another level in Taiwan. Heineken launched an interactive YouTube video where consumers can engage with various elements of the commercial. By providing consumers with an opportunity to have control of their experience viewing "The Entrance", Heineken can likely generate higher brand/campaign recall and a higher viewer propensity to share. 

The video's interactivity demonstrates how marketers have only begun to scratch the surface when it comes to fully utilizing YouTube as a messaging and engagement platform - especially in relation to the sports.

Check out the engaging YouTube campaign below!

(Please note: You will need to input your date of birth for verification purposes before viewing).

 

A special thanks to Cameron North of AdSport for his insights and contributions to this column!

Brands Say Thank You To Their Facebook Fans

As brands and sports organizations have begun to fully understand the value of their social media channels, many have began to thank their fans and followers in some unique ways.

Here are three (3) recent "Thank You" campaigns that have generated some significant buzz:

Heineken

Heineken said thank you to their Facebook fans for eclipsing 1 million "likes" by sending out a team of models, positioned as "Heineken Huggers" to give back some love. Check out the initiative below:

Porsche

Porsche celebrated eclipsing 1 million fans on Facebook by creating a custom Porsche 911 GT3 R Hybrid that features the names of all of their followers plastered on the car. Porsche commemorated the moment with a special microsite and YouTube video to demonstrate their appreciation for their fans. Fans can log in to the Porsche microsite to specifically see their name on the car by using a special search function on the site. For more details, click here.

Chicago

As part of a Facebook Fan Day initiative, the Broadway show Chicago recently demonstrated apprection for their Facebook fans by giving out free tickets to a Sunday matinee performance to those who got ten (10) of their Facebook friends to "like" the show.

On November 15th, Chicago launched the exclusive fan contest on their Facebook page and after just 5 years, the Broadway show had to shut down the contest after receiving such an overwhelming response. Click here to check out a video detailing the initiative.