Heineken: Snatch Desperados

Shackleton

Entry Information

Country where program ran: Spain
Program start date: 09/26/12
Program end date: 09/29/12
Advertiser/Client Name: Heineken
Product/Service Description: The French beer, Desperados launched #SnatchDesperados, a series of secret parties primarily announced in its Facebook and Twitter profiles and launched an action to get bloggers and influencers to attend and promote the parties.
Category: Product Manufacturing and Distribution (PMD)

Strategy

Business problem

The French beer, Desperados launched #SnatchDesperados, a series of secret parties primarily announced in its Facebook and Twitter profiles. Abandoned markets, cabaret dances, albine serpents, henna tattoo artists, decadence make-up artists, underground brand experiences to the rhythm of house music. Desperados' target consumers are mainly found in the college and university scene amoung young people ages 18 to 25. They are least likely to watch television by appointment and most likely to be found online. This required a content and advertising strategy that was entirely promoted via online and social media. Bloggers and online alternative magazines are this target's source of information.