Shanghai, Razorfish the world leader in helping global brands drive business transformation, is happy to announce that its innovative mobile social campaign for Heineken, “Heineken Cities: 72 Hour Challenge” has won medals at China’s ROI Festival and the Effies Greater China.
At a ceremony in Shanghai on October 22, the campaign was awarded a Gold in Mobile Creativity at the ROI Festival, a China-based event that encourages the use of creativity to deliver business value.
Then on October 25, the campaign won a Silver for Effective Marketing in the Drinks category at Effies Greater China. The Effies stand for effectiveness in marketing communications, spotlighting ideas that work.
The Heineken Cities: 72 Hour Challenge is a gamified mobile experience that gave Heineken’s Chinese fans a reason to take a closer look at their hometowns, and share their knowledge with friends and family.
Every 72 hours, we challenged Heineken’s WeChat subscribers to open themselves to worldly adventures in their own cities. Challenges ranged from finding the best rooftop to catch the sunset, to sourcing a local specialty, to connecting scenes to the cities of Heineken’s limited edition City Bottles.
The response exceeded expectations. In three months, the campaign received 957,000+ impressions. Over 13,000 photos were uploaded and 128,000 fans liked and commented on the challenge’s social streams.
During each month of the challenge, the fan growth rate on Heineken’s Weibo channel rose by 70% from normal average, and engagement rose by 15%.