From Creativity Online:
What if you could meet the entire world in one city? That’s the focus of Heineken’s new global campaign, “Meet the World in One City,” via Tribal DDB that challenges two guys in the beermaker’s native Amsterdam, Englishman Barnaby and Dutchman Mick, to get out there and meet people from all 194 countries. The only caveat is, they can’t leave the Netherlands to do it.
Heineken launched the effort to drive social engagement around its ongoing “Open Your World” platform. And social will indeed be key to helping Barnaby and Mick complete their mission. Their new international friends can sign up to meet them or suggest others they should hook up with via a tab on Heineken’s Facebook page, where you can also see the pair’s postings on who they’ve met so far.
The challenge launched at the beginning of December and goes on for 11 more days. Along the way, a crew of filmmakers, will document the meetings and edit them on the go to create a series of episodes.
Why Am I Curious?
I am always curious and intrigued when a brand goes and undertakes such a large effort that does not directly promote and push a product. To me it is really cool how they tied in their current communications platform to an offline event with strong social media tie-ins and along the way they are getting a lot of quality content to share with their consumers. Also, although the campaign is not directly pushing the product, it is all about making “friends” and what do people do when they meet friends… they drink beer!