Mike de Block
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Showing posts tagged heineken
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At first, I was planning to write a post about the new KLM Tile & Inspiration campaign as it’s once again a distinctive campaign. By embedding their brand advocates onto the design of their airplanes, KLM is showing their human face(s) to the world. The fact that numerous amount of people are willing to link their faces to the brand of KLM is more then a compliment for the Royal Dutch Airlines. However, I reconsidered my choice since marketing is in essence all about understanding your crowd and identify the moments in which you can support them in their daily lives. The KLM campaign does connects to KLM’s core values, but doesn’t really offer any support besides temporary recognition.
I therefore would like to devote a post to a well-known brand who regularly organises stunning events/commercials, but in my perspective let a slip right after. In short, I miss the “post campaign connectivity”, which would turn me into a brand ambassador and would extend the WOW factor to stimulate word of mouth. I therefore sincerely hope that the Heineken Star app is the first of many to lift the brand of Heineken. This app allows you to predict how a shot in a live football match turns out while battling with your friends. Football is a game you watch with your mates in which everybody has their own opinion. Creating a platform to challenge the insights of your mates is then just a superb idea. Does this app let me cheer with my mates…Yes!Heineken star certainly does that and maybe even with a bottle of Heineken, but after another promising start I would ask mr Heineken.. What’s next? Since your raised the bar of expectations once again….
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The moment when I first laid eyes on @roamler, the start-up with #Heineken as one of it’s first customers, was.. why the *&(@ didn’t I came up with this. This service has such an enormous potential as you can utilize your customers as scouts, explores or even spies. Roamler users receive a message as soon as they get close to a challenge, which increases the relevance of the service and the likelihood that these users actually accept a challenge. Moreover, participants get paid when they fulfill a task, which increases the fun factor even more.
One of it’s first customers, Heineken, currently pays € 2 to every Roamler user who helps out Heineken to check whether it’s famous brew head (“2 fingers” for the dutchies) is offered in bars who offer Heineken. In short, Heineken checks whether the ultimate Heineken beer is tapped according to Heineken’s standards in order to guarantee the perfect Heineken experience. Not even mentioning the side effect, as users do not select a bar based on the location, people, seating’s or music, but depending on the beer brand that is being tapped.
In short, Roamler enables brands to maintain it’s standards in a cheaper way by empowering it’s customers, instead of sending out expensive employees. For multinationals who rely on standardization, but still pursue a level of customer intimacy, Roamler is an excellent tool.
Think of a supermarket chain who utilizes their shoppers by checking the availability of certain products. Take for example, Albert Heijn (Holland), who developed an app for it’s customer, so they could upload and share their grocery list with all it’s family members to keep the list up-2-date. This app could thus benefit from the services of Roamler, as the person who does all the shopping could be timely warned that product x is being sold out, but immediately receive an alternative Albert Heijn store, with a 100% availability guarantee for their grocery list. Again, the side effect is that 20-30 year olds with a limited amount of time will be more likely to shop by Albert Heijn supermarkets.
In short, Roamler is the answer for every brand that wonders how they could make the life of it’s customers a little bit easier in order to generate attention.
Likes
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Tom Marchant, co-founder of travel company Black Tomato about over-delivery and acts, not ads....
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Grappig: de organogrammen van de grootste techbedrijven.
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“you can’t let other people tell you who you are, you have to decide that for yourself”
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ahhh… Carla Gugino
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Britse humor + techniek gaat prima samen.
