Heineken Nigeria’s 192countries campaign is currently the most talked about PR campaign in the country. Thousands of social media users continue to express their excitement on the new campaign and timelines are constantly being flooded by #192countries.
What’s more interesting is how some of Nigeria’s biggest social media personalities have organically joined the campaign, using the Heineken 192 campaign as perfect muse to engage their audience.
This is a testament to the brilliant minds at Heineken Nigeria. The premium beer brand team in Nigeria showed remarkable foresight by setting up such a campaign which fits so well to modern day media tropes.
Over the years, Heineken has been renowned for their impressive adverts and creative PR/marketing campaigns. While many may have argued the effectiveness of executing such genius marketing techniques in the Nigerian market, Heineken has silenced the critics with arguably the biggest digital consumer engagement campaign of the year.
How did Heineken achieve this?
By partnering with the Shazam app, Heineken was able to engage it’s users with one of the most popular apps available in the mobile space. All users have to do partake in the campaign is grab one of the new Heineken bottles, scan the barcode on the label and “unlock a new country”. What follows is a short video from the country on the label of the bottle. While this video is a beautiful montage to the country, the real fun starts when you spot your name on the leaderboard. For every country you unlock, you get points and at the end of the campaign, the users with the most point will stand a chance to visit Amsterdam and 3 other European cities.
Who doesn’t like a good competition? Social media users certainly love it, and with over 400 million impressions in under 2 weeks, Heineken seems to have caught lightning in a bottle with this initiative.
Whether it is banter about who’s topping the leaderboard, Shazam videos, reaction videos or memes and jokes about where to find the new bottles which have quickly become hot commodity, the conversations seem to be unending.
Innovation is obviously one of Heineken’s strong suits and they have found the perfect way to use it in engineering their brand’s success amongst consumers. One can only enjoy bottles of mortuary standard Heineken in earnest anticipation of what their next groundbreaking campaign will be.
The Heineken special edition limited bottles or shazamable bottles are available everywhere in Nigeria.