The “Summer of Can” trio of spots are slated to first trickle out online tomorrow with the campaign in full swing by July 1, Egan confirms, while additional testing is underway to decide whether or not to air the ads on TV. The campaign will run until Labor Day with plans for Heineken to extend its summery influence via dating app partnerships, Snapchat filters and more in the coming weeks and months.
And the perfect companion for Heineken drinkers’ summer gallivanting? “The one summer accessory that has been completely neglected for the past year and a half: the cooler,” says Egan, who adds that Heineken enlisted outside help to built its beer-toting robot. “As good as we are at making beer, we’re not so good at robots,” he laughs.
The B.O.T. was developed with Minneapolis-based creative shop Fast Horse, which has previously undertaken work for multiple beer brands and has even ventured into the realm of coolers before; the same agency was behind Heineken-owned Dos Equis’ social distancing-inspired “Seis-Foot Cooler” giveaway last year.
It is able to carry 12 cans of beer and plenty of ice, and is capable of traveling on ADA-compliant hard surfaces such as concrete, tile and wood. To win one of the limited edition B.O.T.s, which are available in “extremely limited quantity,” consumers must head to the robot’s dedicated landing page, www.heinekenbot.com, between 12:01 a.m. and 11:59 p.m. on July 1.
June 28, 2021 at 09:00PM
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Heineken's BOT brings the beer to you - AdAge.com
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