Heineken - CSR Campaign Drink Or Drive

Heineken is asking millennials to make a decision between drink or drive but due to the endless decisions they make in a day they are suffering from decision fatigue - which will ultimately lead to poorer decisions. Therefore, we want them to carve out time before a night out to choose between drink or drive. This will lead to a sensation of relief and to a HUGE night of spontaneity.

STEP 1 | TEASER CAMPAIGN

First our influencers will post a series of posts teasing a mystery event and showing how they are preparing for it.

A week later all of the influencers will post the heineken "open your night" logo to unveil that heineken is the brand behind the event and to follow link for a chance to attend for FREE.

STEP 2 | THE DECISION, DRINK OR DRIVE

Just the first 500 people who take a moment and choose between drink or drive will be able to RSVP their tickets for the event.

STEP 3 | THE REWARD

Once the decision has been made it is time to be free and spontaneous. We will partner with Fuerza Bruta, Formula 1, and others in order to bring a world-class and unforgetabe experience to the party.

STEP 4 | REINFORCING THE MESSAGE

EMPLOYEES ACTIVATION

Digital photo booths will be placed in key HUSA Corporate offices as well as Heineken headquarters. Employees will be encouraged to use the photo booths, particularly on nights before they go out such as Thursday or Friday nights, to show their decision to drink OR drive. The digital photo booth will enable Heineken employees to upload their pictures with the campaign hashtag directly to their social media accounts.