1) Heineken launched a "Date in a Box" marketing campaign for Valentine's Day, where they hid mystery dates in glittery red boxes and gave codes on social media to unlock the date. 2) The campaign aimed to get attention from their target customers of women and men aged 21-30 around Valentine's Day. 3) Heineken strategized a cross-platform digital campaign on Twitter and Instagram to create excitement and emotional resonance around the mysterious gift boxes.

1. Heineken
Heineken Valentines Day: Date In A Box
By:
Mustahid Ali

2. • Type Beer
• Manufacturer Heineken International
• Country Of Origin Netherlands
• Founded 1873 by Gerard Adriaan
Heineken
• CEO Jean-Francois van Boxmeer
• Headquarters Amesterdam
• Company Worth €27.127 billion
• Employees 85,000 Worldwide
• 190 breweries in more than 70 countries
• Heineken Group over all brands was 16.46 billion
litres globally
• Related Products Heineken Oud Bruin
Heineken Premium Light
• Breweries available in Africa and the Middle East,
Asia Pacific, Europe and America
• Third largest brewer in the world after Anheuser-
Busch InBev and SABMiller.
• Number 1 in Europe
• Number 2 imported beer in U.S.

3. What is Date IN A Box?
What is Date In A Box?

4. Twitter &
Instagram based
marketing
campaign
It is a box.
A glittery, red box.
Inside, there’s a date. An adventurous mystery date..

6. Tweet @Heineken
_US #DateInABox
a chance to win one of
these 25 amazing boxes
Get a code from
Heineken
In order to retrieve
a code to unlock
the date inside

8. Objective:
• To Catch The Maximum Attention Of The Target
Customer
• To Involve The Women Too.
• To In cash The Occasion i.e Valentine Day
• To Make The Traffic And Online Buzz
• To Make It Viral As A Sign Of Love And Making It
Mysterious Gift, Thus Create Excitement

9. Strategy:
Two main strategies were
1. Cross platform 2. Emotional Resonance
• Their strategy was to planned a digital campaign which will directly hit the users and will
attach them to the platform of Heineken.
• By creating emotional and caring values to attract the customer.
• Making the event more interesting by introducing a new game pertaining to the valentine's
day.
• To capture the large virtual presence on Twitter and Instagram.
• To attract the women by their near and dear one by twitting and instagram by sharing their
feelings to them.
• By Valentine's Day to target the Millennial men ages 21 to 30.

10. Situational analysis
• @Heineken_US has 34,000 followers on Twitter, 16.8 million Likes on Facebook, and 5,700
followers on Instagram.
• It showed just how far social can scale, given the right timing, elements, tone, and target market
alignment
• More likes are on facebook but most active followers are on twitter, it was good platform for
promotion.
• Their main target was people age of 21 to 35 years and they mostly using the Twitter and
Instagram.
• Infact low awareness from non-visitors.
• Word of mouth ranks as highest motivator of promotions.
• Emotional values create a positive ranking in customer mind.

13. Result:
• It's a fun idea, however as an experiment hoping to reveal a greater truth about the emotional motivation of the
modern male and it was a great success.
• After successful digital campaign in2013 they again did the same campaign with new idea’s in 2014, again it
was a big hit.
• Focused primarily on young men, later on Heineken launched a highly interactive Facebook app just before
Valentine’s Day.
• HEINEKEN DARES DUDES TO GET PUBLICLY MUSHY FOR VALENTINE'S DAY.
• This single campaign creates synergy and cross-promotion between Twitter, Instagram, YouTube (a directional
video) and a branded object that can be – and most likely will be – used as a keepsake