Over the last few weeks, Heineken’s new limited edition bottles have dominated the internet and the #192countries campaign has already exceeded 1 billion impressions.
The interactive campaign which is powered by the mobile app, Shazam allows users scan the bottles and and view a video from one of the 192 countries Heineken is present in.
To further corroborate this already impeccable campaign, Shazam added a new feature tweak to its app. Now when you open the app, the screen turns green instead of the customary blue. This is an obvious nod to Heineken whose use of the colour green is a fundamental part of every visual expression of the brand all through its branding and marketing. This small yet innovative tweak has added further glitz and glamour to the campaign and is a sure conversation starter going into the final week of the promotion.
The entire campaign has been a huge success, as Heineken Nigeria has engaged their target demographic with this unique promotion. This is the first time in recent memory that a new bottle has created this much rave across Nigerians and the numbers thoroughly emphasizes this success. Over 100,000 bottles have been shazamed with over 20 people sharing top spot on the leaderboard after Shazaming all the 192 different bottle labels.
The hashtag #192countries and #SameGreatTastein192countries have dominated social media and to further celebrate this landmark consumer engagement promotion, the two brands who have made this possible, Heineken and Shazam are justifiably revelling in their success, hence the new green feature on the Shazam app.
The new green tweak which is an obvious nod to their Heineken partners, is also great for the App. Since the inception of the #192countries campaign, the mobile app has seen a surge in their downloads particularly in the Nigerian market.
Top users who scan Heineken bottles with the Shazam app stand a chance of winning an all expense paid trip to Amsterdam as well as two other European cities. The competition and the interactive nature of the campaign has made it a huge hit on social media as thousands of users have taken to Instagram and Twitter to share their excitement upon unlocking new countries and increasing their chances for a trip abroad.
At the end of the #192countries campaign, the top performers on the Heineken leaderboard will be rewarded with a trip of a lifetime across major cities in Europe, including the birthplace of Heineken itself, Amsterdam.
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