Heineken Knows The Signs – Part II

Written by Nicole Niemann on November 18th, 2009 | 1 comment

Heineken launched their second global responsible drinking campaign ‘KnowTheSigns’ this week. With their tag line ‘Enjoy Heineken Responsibly‘ they would like to encourage young people to enjoy a good night out, but be aware of the signs people start to show when they’ve had one too many to drink.

After the success of last year’s Enjoy Heineken Responsibly campaign, Heineken continues to talk about the signs people start to show when they’ve had one too many. The user is provided with tools through which they can show their friends something about self-awareness on a night out. With the iPhone “Breathalyzer” and the social network application ‘Tag of Shame’ Heineken is enabling a conversation between friends.

To create an intriguing message around the launch of the campaign, three videos have been created which show how, if you don’t know the signs, you can end ruining the night for you, your friends and others. The videos provide a confronting introduction to the campaign concept and a few of its characters, The Flirt, The Stumbler and The Fighter.

One of the videos ‘The Flirt’ has started to create a lot of rumour already and was even discussed at MSNBC.com

Here you can see what might happen if one of your wedding guests has one too many to drink and crashes at a wedding.

The videos are being tracked by ViralTracker. ViralTracker shows that the videos have reached over 750,000 views within one week and more than 260 comments. Hopefully these large numbers will contribute to an interactive responsible drinking message. With these videos and tools, the users can explore the impact ‘one too many to drink’ can have on people around them. It also gives Heineken the opportunity to actively communicate a responsible drinking message.

Credits
Campaign:
Concept & Creation: Ruby Agency
Production: Unit9

Social Media Optimisation:
SocialMedia8 and ViralTracker

Social network app:
Concept: Ruby Agency
Production: Tamba

iPhone app:
Concept & Design: Ruby Agency
Production: Golden Gekko

Want to know more? Visit the campaign’s Buzz Toolkit.

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