Heineken’s brand was completely integrated into the film ceremony design and format with the creation of the prize, through Heineken “girls”, and the visual of people drinking Heineken throughout the show.The awards ceremony was broadcast on TV. Exclusive photos of nominees were produced with the Heineken “girls” for all the main men’s life-style magazines. Significant press coverage surrounded and covered the event.

Heineken paid for the ceremony only. Benefits to Heineken included having the event broadcast on TV, print and internet coverage.In terms of ROI, analysis showed that Heineken would have had to spend twice the investment to get the same result using general placement.