Heineken
promoting the walk-in fridge viral
Overview
Taylor Herring were tasked with amplifying the famous Heineken Walk in Fridge advert by promoting a pop-up version that would be housed in a vacant shop on Kings Road, London.
We were tasked with generating buzz and excitement in the run up to the launch, with an emphasis on online and social media.
The whereabouts of the venue would be initially teased as a ‘secret location’ that would only be accessible to those with the secret password.
Campaign Summary
Our first phase of activity used Twitter to tease the imminent arrival of the fridge by utilising high profile blogger and media contacts to tweet links to the advert on YouTube and cryptic notes about the pop-up version.
During week of launch, we drip fed information working with our Twitter contacts to reveal the location and access password of the pop-up via tagged tweets
We placed an exclusive, fully branded news story in the Evening Standard which ran in the first edition on the day before launch, revealing more details.
Our team arranged also VIP preview visits for key media from FHM, Shortlist, HolyMoly, and London is Cool.
We secured a video crew to film and edit video content to seed to attending media and for placement on the Heineken Facebook page.
Shortlist were keen that their journalist was involved with the video content and Taylor Herring worked with their brief to develop this video. This secured us the Shortlist homepage and was fully branded to Heineken. Holy Moly also used the video on their website, again fully branded.
Other key coverage incded Absolure Radio, AOL, MSN, Asylum, View London - total coverage reached the target audience 6.5 Million, 18-34 males.
The walk-in fridge viral has now achieved over 9 Million views.