Inspiration & Challenge
BDB was tasked with positioning Heineken Silver as the beer for REAL social moments for its young target audience. To do this, we partnered with content creators to engage Gen Z in an authentic way. We worked with influencers across 11 markets to generate content that could be utilised alongside brand content in the paid media campaign in addition to functioning within an organic influencer marketing campaign. This content utilised irony and humour to differentiate Silver from traditional beer campaigns.
Execution & Creativity
The campaign consisted of four phases; Tease, Launch, Quest for Extra Fresh and Sustain. For the first phase we invited 25 creators to join a metaverse launch event giving them the freedom to question its validity, using humour and an ironic tone. “How is that even going to work? How are you supposed to taste a virtual beer?”
The content drove buzz and intrigue amongst the Gen Z and Y audience of our creators and amplified the presence of Heineken in the metaverse. Following this, the creators then entered real life and tasted the real Heineken Silver.