Heineken Light Hits Heavy On Marketing

The Heineken brand has put its marketing muscle behind online media outlet Heavy.com to create a “semi-serious” editorial content aimed at young male consumers, mediapost.com reported.

Heavy.com created "The Heavy Hit List,” its first foray into semi-serious editorial content. It consists of Top 10 countdowns designed to give guys more informed talking points over their next round of Heineken Premium Light, mediapost.com reported.

"We are providing valuable information for guys in a quick and easy video form," said John Lumpkin, senior vice president of sales strategy and partnerships at Heavy Corp. "Brands always come and ask us what will resonate with our audience, and this is it."

Heineken has been sponsoring the six-week "Hit List" programming with its branded skin on the video content.

"The nature of the Web allows us to deliver topical social currency in real-time," Brian Citron, senior brand director for Heineken Premium Light, told mediapost.com. With the assistance of Heineken’s agency, Modem Media, "Hit List" ties into Heineken Premium Light’s current "Share the Good" ad campaign by arming guys with topical information and trends to share with friends.

"The goal of the ‘Share The Good’ campaign is to increase trials among consumers, and the ‘Hit List’ encourages them to get together and drink," Lumpkin said.

The episodes were promoted with a video on Heavy’s home page and live in the custom Heineken Premium Light channel, which also includes a custom feed of music and entertainment. On Heavy.com, the "Hit List" is heavily promoted each Thursday.

The "List" includes viral videos, bands, technology, independent film and current events. Each episode concludes with a Heineken Premium Light "Share the Good" moment, encouraging users to share the video with friends.

As a result of these efforts – and the raw curiosity of Heavy’s users – the show has proven to be a success. Now in its fourth week, the show is averaging about 750,000 visitors a week, while it has peaked in its second week at 1.2 million visitors.

Heineken paid less than $1 million for the six-week run, according to Lumpkin, who is now busy figuring out which brand is best suited to take the place of Heineken.

"We’re talking to brands in the entertainment and movie industry," said Lumpkin. "One thing people want to do is to create an event around a new movie or campaign. I think ‘Hit List’ is perfect for that."


Speak Your Mind