I think this Heineken campaign is really cool and pretty ingenious to boot. Heineken have set themselves the challenge of creating the most social Christmas tree in the world and to do so have built an 11 meter tall construct comprising of 48 LCD screens. The ‘tree’ will be situated in Clarke Quay, Singapore from December 17th-24th.
The concept of the campaign is that users head to the Facebook app and create and share their own trees by adding friends, custom messages, photos and animation. These trees will then be displayed on the big screens.
Other events planned are a virtual choir singing from all round the world and a photo booth turning people into digital decorations!
Heineken’s utilisation of Facebook is something to be admired they have amassed the best part of 5 million likes on their Facebook page with apps such as the beerfriender in which you buy a beer keg for someone in the world and they return the favour with seasons greetings!
Taking digital social interactions and displaying them in the physical world is cool enough. But where I feel this campaign is really smart is in the way it addresses the issue of encouraging people to share their brand interactions openly on Facebook. This is something digital marketers are grappling with at the moment (I know as it comes up in interviews a lot). I, as a Facebook user am very concious of what content is placed on my wall. It says a lot about me and the last thing I want, is to be thought of as a spammer! Therefore its going to take a fantastic piece of engaging content for me to send it to my pals!
To me, this campaign is the perfect example of a beautifully creative wrapped app that provides me with a unique experience whilst subtly encouraging me to share the Heineken brand page. And guess what, my face might be a bauble in Singapore on Saturday!
Hope the needles don't fall...
