Heineken - Open Your World
2011
Nadine Garrison (10015730)
MKTG 435 Advertising Critique
11/21/2011
INTRODUCTION
The year is 1864. When 22 year old Gerard Adriaan Heineken acquired a small, local brewery in the heart of Amsterdam, it is doubtful that he would have imagined his modest company growing and expanding well into the 21st century. Despite its extensive history, Heineken claims to continue to use the original recipe formulated almost 150 years ago. Presently, Heineken International boasts a portfolio of 170 beer brands, 119 breweries in 65 different countries, and is ranked the third largest brewery in the world (JAZD, 2008). The brewery Gerard Heineken acquired so many years ago is now preserved in an interactive…show more content… Although the tagline is attention-grabbing enough, it would have been more recognizable once the videos went viral. In other words, the entire campaign could have begun with the online spots. Another stipulation about Heineken's use of print media is that there is no evidence of any print media use aside from limited outdoor advertisements. Characters or screen shots could have been featured in billboards and magazines after the videos went viral. Magazine advertising is still considered one of the highest return on investments, with a threefold advantage over the industry competitive average (Radford, 2011). In regards to the video spots first launching online rather than on television, although it may be easier and more cost efficient to pull the plug on an online campaign failure, the company has less control over where released videos ended up while they were available online. Copyright laws may provide somewhat of a security blanket but the World Wide Web is a big place... it is easy to get lost and never found. There is more control when specific television spots were purchased and perhaps easier to tie up loose ends.
CONCLUSION
Lesya Lysyj, CMO of Heineken USA, explains the draw to the successful "Open Your World" campaign: “Our consumers formed an immediate and deep connection with the ‘Man of the World’ figures featured in the Heineken Lager films..., We worked closely
