Heineken takes beer to the next level in new online campaign via iris Worldwide, Singapore
Iris Worldwide, Singapore has created an online campaign for Heineken and have sent a man from Inner Mongolia and challenged him to make the 5187km journey back home, with no money, just Heineken.
A facebook application called ‘The Heineken Passport’ has been launched with branded content episodes where viewers can share the journey of the man as he makes his way from Inner Mongolia to the party to end all parties in Bangkok using nothing but Heineken.
The episodes are live now:
The journey is split into four legs, from the tranquil plains and large wrestlers of Inner Mongolia, through the hustle and bustle of Shanghai, to the boats and motorcycles of Hanoi and finally home to Bangkok, for a finale party to remember.
The application gets people to share the journey to earn points, giving 
participants the chance to win a journey of their very own to Sensation Taiwan.
This branded content idea together with a online promotional mechanic was created by the team at iris Worldwide – Singapore, together with Firecracker Films and SongZu.
19 Comments
Nothing special.
The whole thing lacks charm.
There is no climatic summit to his mission.
The bartering for transport thing got tired and repetitive fast. What about bartering Heinekein for food, accommodation, entry in a kickboxing bout, a cool art gallery, going to a bar an exchanging a warm one for a cold one. How about a Heineken in exchange for a hilarious travel yarn from a random backpacker?
The clips were okay but you don’t really feel anything.
A celeb doing it would have created more buzz.
No Facebook group – concerned perhaps about the lack of followers suggesting they don’t really believe in the idea too much.
Don’t reckon this will excite awards judges too much.
Done so many times that it’s actually painful to watch again.
Good attempt in the right direction. Least with content creation, it shows that Iris gets it. Someone’s trying to fight the good fight. That’s what matters.
@Said It – Content creation has been done and done well many years ago in Singapore. Are you saying Iris just gets it now? If not, then when you trod down a well worn path, make sure your footsteps are noticed, otherwise you’ll just get lost amongst the rest of the footprints.
Another bloody travel show, even the ‘wonderful’ Inner Mongolia again…not really the next level, not really cutting edge, not really much of anything….
I’m just fucked off because the copy reads, “Get read to go places with Heineken.”
That’s awful.
Haters just love to hate. I really wonder if all the haters have produced anything more creative than just venom. @Wrong – do you know what content creation even is? What in your opinion was done so well many years ago? Pray tell.
Just one man…….and a few cameras
Didn’t Oscar Meyer just do this in the USA? A guy traveling the country with no money, just bacon to barter?
http://www.baconbarter.com/
Content creation been done? That doesn’t really make any sense. Has photography ‘been done’ too? What about music composition? Let’s all give up and kill ourselves eh?
It’s pretty difficult to come up with something completely original given that every agency shares anything half decent they ever do online these days. But there’s nothing wrong with something done well and getting a clear message across.
I disagree that this feels too branded and lacks charm. I think it’s a really well crafted and nicely executed campaign and one of the better things i’ve seen come out of Singapore in recent years.
@ BOjo
I agree it is difficult to come up with something original. That is why we celebrate originality.
And why we by-and-large do not celebrate carbon copying a campaign that is running elsewhere at that very moment.
If you boast about a blatantly ripped-off recent idea in the internet, someone is going to call you on it.
That Bacon Barter’s awesome
@weiner
Pretty amazing if heineken managed to copy that idea, sell it in, get it produced, all before the bacon dudes got theirs up. Maybe oscar meyer copied heineken eh?
So if this is a rip-off, how is it that the Heineken one has been shot, edited, graded and uploaded while the bacon thing is still on the road? I guess if its been done outside of Singapore it must be better huh?
Seriously, though.
That headline is f**king awful.
Just wondering why there was no variety in the barter scenarios. Just all about getting a ride.
Being done outside of Singapore doesn’t make it better. Being better makes it better. Look at both and see which one is funny and charming and which one lies there like a dead fish.
So let me get this right. A guy go traveling. Pays to get rides with beer? Is this really drink driving or what. Then beer to wrestle. Iris, are you that nuts, Did Heineken really sign this off or was it some digital intern that you sold this into. The Gods must be crazy.
the ad says he’s using the bottles he can carry in his backpack. this has to be fake… he can fit enough to barter for two weeks ?