Heineken’s New Walk-In Fridge Commercial
Earlier this year, Heineken aired their video called Walk In Fridge. It was originally meant for the Dutch market but ended up going viral over the entire world with 1.500.000 views in the first week and millions in the period after the first week.
The video received a lot of buzz and attention and even made it into Viral Friday in the first week of 2009. After the success of Heineken, Dutch beer brewery Bavaria tried to spoof the commercial with a remake: Bavaria’s Spoof On Heineken’s Walk In Fridge [read Igor's opinion on this commercial here on ViralBlog]. Ofcourse, Heineken couldn’t stay silence and launched the above commercial this week. A remarkable comeback, but is it worth the effort?
I personally loved the first Heineken commercial and don’t think Heineken couldn’t do a much better job to bring a runner up commercial to the same or higher level. Keeping the first commercial on air – note that all the commercials mentioned above were originally TV commercials, no web video’s – wasn’t a good idea for Heineken, the spoof from Bavaria (also aired on national television) must have made the viewers think about Bavaria more then about Heineken.
Heineken tries to regain the concept of the walk in fridge and it’s viral concept, eventhough the Bavaria spoof commercial didn’t receive that much attention abroad.
How do you rate the follow up commercial from Heineken? Drop your opinion in the comments.
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Cool.
I like it. But it could have been more.
But why not invite the target audience to participate?
I.e invite them to create their own walk-in-fridge and upload it to an online Heineken platform.
Next: let the users rate and review and decide who’s “creation”is the best and reward the winners with a “truck” full of Heineken Beer?
Meaning: It can be much more than a TV commercial. Why not: ignite it on TV. Next switch to online with UGC and peer ratings, user participation, engagement and advocacy?
I miss the engagement part or the: closing the loop.
It certainly had or has the potential to do more…
para los que vieron WalkInFridge de #Heineken la continuación http://tinyurl.com/ca9cfy
@ Igor: I agree! They could (should?) have pushed this success on to a more social platform. The awareness and attention was huge. Enough possibilities for a better follow up!
The original Heineken commercial seems to have a lot of juice to squeeze out. You may have already seen these but there was a viral released a couple of months after the original late last year:
http://www.youtube.com/watch?v=p9_FT6aero4
and even more recently, (I just blogged about this one two days ago), the Cleveland Cavaliers made a spoof on the commercial as well: http://www.youtube.com/watch?v=c4S3X6ZoE8w
It’s funny to see how far one idea can go. I hadn’t seen the Bavaria spot so thanks for introducing it Igor. I do agree though, this idea is at the end of it’s run. Don’t get me wrong, it’s a funny commercial – better than 80% of the stuff being released today – however we want something more interactive, engaging and social.
Благодарен. Появилась хорошая мысль, но потребует глубокой реорганизации моей идеи, займусь скором будущем. Естественно результатами поделюсь с читателями блога!