Heineken has teamed up with Blippar— the augmented reality smartphone app — to launch a new digital campaign that taps into increasing consumer interest into sustainability and a desire to understand more about the ingredients of beer.
To highlight the beer giant’s commitment to buying 50 percent of its main raw materials from sustainable sources by 2020, the “Legendary 7” campaign tells the story of seven farmers from France, Germany, Greece, the Netherlands and the UK who produce the sustainable barley and hops used to brew Heineken beer.
Mark van Iterson, Global Head of Design for Heineken, said: "Sustainability is often seen to be complex and inaccessible for consumers. We wanted to find a way to encourage consumers and all our stakeholders to easily engage with Heineken’s Brewing a Better World program. Legendary 7 challenges the status quo of sustainability reporting and helps consumers appreciate the sustainability thinking and all-natural ingredients which go into the creation of their favorite brand."
Heineken's
Michael Dickstein
will discuss
the Intersection of
Sustainability and Marketing
at SB '15 San Diego
Blippar uses the camera function in your smartphone, tablet or wearable device to recognize images that are “blippable” and return a response – anything from opening an image gallery or playing a video to launching a simple web-link or a complicated interactive game. To meet the 7 legendary farmers, all consumers need is access to Blippar (available for free from the iTunes store or Google Play) and a bottle of Heineken. Scanning the Heineken label with the Blippar app will unlock exclusive content:
- An animated film introducing the Legendary 7
- The story of each farmer
- Information on Heineken’s sustainability commitments and a link to the company’s 2014 Sustainability Report.
- 7elfie — create your own Legendary 7 selfie and share it on social media
Heineken is no stranger to innovative marketing techniques — in the past few years, the brewer has released campaigns that actually discourage drinking too much alcohol, highlighting the benefits of drinking slowly and in moderation.