Using beer coasters as an ubiquitous communication channel for Heineken.

1. Mauro Forcolin©1
Do you speak Heineken?
Serving the planet…Life

2. Mauro Forcolin©2
In a bar one night…
• Coasters are pervasive
• Communicate nothing about the brand
• Modifying them has a viral effect
• Becomes a focus point and
communication tool

3. Mauro Forcolin©3
Brand people’s interactions
• Bar staff
– Ordering
– Directions
• Others around you
– Introduction & leaving
• Doodles

4. Mauro Forcolin©4
Ordering at the bar
• Brand the act of choosing
• Heineken becomes the language
• Physical bond

5. Mauro Forcolin©5
What? Who? Where?

6. Mauro Forcolin©6
Speaking with others
• Meeting/introductions can be awkward
• People look for way to ease tension
• Heineken becomes the crutch/support

7. Mauro Forcolin©7
Breaking the ice and beyond

8. Mauro Forcolin©8
Helping out the e-Squad
• Partygoers are passive in e-Squad
concept
– Waiting to be saved
• Self-made Deputy
– Hand out violations
– Uphold the Law

9. Mauro Forcolin©9
Doodling
• Coaster artwork is celebrated
– Pubs, books, commemorating events
– Can be a social activity
• People love to draw if encouraged
– Despair the blank canvas
• Encourage and brand creativity

10. Mauro Forcolin©10
Fancy yourself an artist?
Van Gogh
Picasso
Edvard Munch

11. Mauro Forcolin©11
Or want celebrate an event

12. Mauro Forcolin©12
Speak Heineken across the Planet
• Coasters brand direct interactions
– Internet extends to the whole word
• Let those being served get to know one
another
– Heineken Portal and Desktop Coaster Widget
• Widget brands the desktop and gives access to
services

13. Mauro Forcolin©13
Guiding the Planet
Heineken Route
• Align with map service to give directions to
Heineken or private events
• Humorous “How to” guides
Heineken Hunt
• Scavenger hunt in/across countries for
teams created through Heineken portals
–GPS, SMS, Online
What?
Who?
Where?

14. Mauro Forcolin©14
Guiding the Planet

15. Mauro Forcolin©15
Meeting the Planet
Desktop Coaster Widget
• Personalized messages using desktop
widget
• Choose character and how they serve the
coaster message
• Profiles for online meeting/dating in the
Heineken virtual bar
• eViolations can be sent to friends
• Made visible to people in contact lists
Interact
with
others

16. Mauro Forcolin©16
Displaying the Planet
Voted and printed on coasters around the world
Heineken Gallery
• Add coasters online gallery
–Desktop Widget or online tool
–Send in real coasters (e.g. by pub)
Where I’ve been
• Virtual memento coasters for travellers
• Track travel through bars online
• Track which bars have been frequented
Finish the Doodle
• Online game where teams finish a doodle
Doodling

17. Mauro Forcolin©17
Current Online Presence
• Heineken SaysGames
• Win-amp skins, icons, screensavers,
wallpaper
• Message in a bottle
• Desktop Bottle & Glass
E-Stuff
•“Heineken” is the only common theme
•Limited Co-creation possibilities
•No link back to the real world

18. Mauro Forcolin©18
Summary
• Brand the way people interact
– Locally Physical Coasters
– Globally Widget and Portal
• Show Who is being served on the planet
– And let them meet, create and interact with each
other
• Extend the way Heineken serves them
– Serving the planet…Life

19. Mauro Forcolin©19
A simple formula
My Coaster holds my Heineken
My Heineken holds fun, flavour, friends…Life
My Coaster holds my Life