1. Heineken launched an Instagram-based scavenger hunt campaign called "Crack the US Open" to promote its brand and give away tickets to the US Open tennis final. 2. The campaign stitched over 200 photos together to create a mosaic panorama photo that users had to search through to find clues leading to the final photo within three days. 3. If users were the first to find their way to the final photo and comment the correct code word, they would win a pair of tickets to the real US Open final. The campaign engaged 1,500 people and increased Heineken's Instagram followers by 20% during the contest.

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Heineken:
CRACK THE US OPEN
Presentation By:
Chandra Vijay Dubey, Gaurav Vasani, Jeff Dagg, Varun Thakur
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Instagram
Instagram is an online mobile photo-sharing, video-
sharing and social networking service that enables
its users to take pictures and videos, and share them
on a variety of social networking platforms.
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Heineken
Heineken International is a Dutch brewing company,
founded in 1864 by Gerard Adriaan Heineken in
Amsterdam. Company has worldwide footprint with
operations in over 70 countries. Today, Heineken is
the number one brewer in Europe and the number
three brewer by volume in the world.
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Target Audience
Social Media Users
Social media users who prefer to capture and share
their experience with their friends in real time.
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Beer Drinking ~ Tennis Fans
Male and female tennis fans between the age group
of 35-49 with preference to Heineken product.
Target Audience
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Target Audience
A perfect set of audience for
first of its kind interactive
photo hunt, campaign
based on Instagram
platform.
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About the Campaign
Instagram Based Interactive
Scavenger Hunt
@Crack_the_US _Open
A very original campaign that “Hacked” a
social network to create a new experience
for fans
Managed in real time with a quick
reactivity from community managers
A virtually cheat-proof contest
18 tickets of the US Open Final were
given to 9 Winners
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Campaign Specifics
Heineken Stitched More Than
200 Photos To Create Mosaic
Panorama
Heineken Instagram account signaled the
start of the ticket giveaway and prompted
to search for a particular fan in the
massive scene
Players then followed a series of clues in
the captions of the photos
If they were the first to find their way to
final photo in the game and comment the
code word in the caption, they would win
a pair of tickets to the real game
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Campaign Results
Contest Continued For Three
Days & 1,500 People
Participated
Heineken saw a 20% increase in followers
for the Instagram account during the
contest
According to Heineken, “Instagram was
the perfect platform for this because fans
at events like the US Open are using it to
capture and share their experience with
their friends in real time.”
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THANK
YOU!
Heineken: CRACK THE US OPEN
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