Heineken US Social
Below are a few campaigns I worked on as a Social Creative/ Community Manager during my time at Wieden+Kennedy New York.
noteworthy campaigns
Departure Roulette Roadshow (2013)
Have you ever tweeted you'd be willing to do something for the world to see? Has anyone ever called your bluff? That's exactly what we did for this wild social experiment. Building off of the success of Heineken's Departure Roulette, we took people at their tweet and put them on the spot.
PLATFORMS: TWITTER
AGENCY: WIEDEN+KENNEDY NEW YORK
ROLE: SOCIAL CREATIVE/COMMUNITY MANAGER
This activation garnered the following.
AICP
2014 - Shortlist, Departure Roulette Roadshow - Social
2014 - Shortlist, Departure Roulette Roadshow - Experimential
CANNES LIONS
2014 - Shortlist, Departure Roulette - Roadshow, Heineken (Cyber)
2014 - Shortlist, Departure Roulette - Roadshow, Heineken (Media)
2014 - Shortlist, Departure Roulette - Roadshow, Heineken (Direct)
WEBBYS
2014 - FINALIST, DEPARTURE ROULETTE - ROADSHOW, HEINEKEN (ONLINE GUERILLA & INNOVATION)
Snapwho? at Coachella (2014)
Recap: In 2014, supporting Heineken's sponsorship of Coachella came in a Snap, unveiling surprise performances inside. After verifying their age of 21 and over, Heineken US friended every eligible Snapchat user. Upon being added to our friends' list, we snapped clues and teasers throughout the day to drive traffic to the Heineken House. Once there, surprise special guests were ready to hype up the crowd in between major sets.
Heineken was the first beer marketer to activate on the platform.
This activation won an award at the 2014 Mashies for Best Use of Snapchat.
PLATFORMS: SNAPCHAT, TWITTER
AGENCY: WIEDEN+KENNEDY NEW YORK
ROLE: SOCIAL CREATIVE/COMMUNITY MANAGER
Heineken US - Date In A Box
SOCIAL MEDIA EXPERIMENT
Putting dudes' hearts on their feed.
The ask: For this social media experiment, we were tasked making the men step outside of their comfort zone on Valentine's Day.
How it worked: If they were bold enough to do so, they were given a prearranged date for two inside a locked glittery red box. In order to get the code to unlock the box, the men must publicly share a picture of the Date In A Box on their Instagram. Not only were we tasked with finding different dates that tapped into the Open Your World message for each winner (examples included a jujitsu lesson for two, couples' tattoos and an improv class), we released each winner's unique code in a customized Instagram video. In the end, we delivered unique Valentine's Day experiences for 25 couples in 6 major U.S. cities.
PLATFORMS: Twitter, instagram
AGENCY: WIEDEN+KENNEDY NEW YORK
ROLE: CREATIVE, COMMUNITY MANAGER
Heineken US - Limited Edition "Cities" Bottles
Social Media Campaign
Building awareness one bottle at a time.
The ask: Back in 2014, Heineken USA was launching their limited edition Cities bottles. These bottles were released as part of its global campaign, 'Cities of the World', which aimed to inspire men to live worldly, new adventures by unlocking the secrets of their cities. We were tasked with supporting the launch on social media with a series of posts that would push fans to do just that.
How it worked: Taking a look each one of six global cities printed on the bottles including New York, Shanghai, Berlin, Amsterdam, London & Rio de Janeiro, we aimed to find similarities between them as well as other cities our fans lived in. We geo-targeted posts on Twitter and Facebook to these areas to inspire our guys. Do you see the similarities between Venice Beach and Amsterdam? Or Santa Monica and Rio de Janeiro?
Platform: Twitter, Facebook
Agency: Wieden + Kennedy, New York
Role: Social Creative/Community Manager
Delivered on: Concepts and copy, including post copy.
Heineken Evergreen Social Content
For Heineken, content is always on.
Responsibilities included:
Developing Evergreen content for both general and Hispanic market audiences across owned social channels.
Finding opportunities that were a unique for the brands "Open Your World" messaging.
Leading social creative for all content targeted to Latinos in the U.S.
Managing, building, and supporting the Heineken US community during tentpole activations like UEFA Champions League throughout the year.
