We created a teaser campaign, mimicking the media placement of real estate advertising to launch the site. Signs for our buildings went up in front of construction plots, billboards announced the new properties, ads were placed in the real estate sections of newspapers and web sites, leading the public to believe that an upscale development was about to break ground.The teaser campaign led visitors to microsites, designed to look and feel like real estate “tour” sites, that revealed the true nature of Heinekencity. In order to purchase an “apartment”, visitors had to play Heineken-branded games on Facebook.Once purchased, residents received a welcome kit to their new home via direct mail, including a key to their apartment. Each key has a membership number that gives residents access to VIP Heineken events, and also doubles as a bottle-opener.

All units were sold (10,000). 10,000 keys distributed. 10,000 loyal Heineken drinkers, but most importantly 10,000 people sending and receiving emails with our brand each day.