Heineken has shuffled around various taglines in order to find a comfortable market share in the US. They continue on the theme of distinguished gentlemen with a recent push called "The Entrance." Dos Equis has struck a chord with the "Most Interesting Man In The World" campaign and ironically rests in the Heineken USA portfolio. Wieden & Kennedy built the effort, and this time the bubbles may stay crisp. The effectiveness of Heineken's web campaign has been so strong that a television spot is supposedly coming by March. This segmented campaign could be a model strategy that transforms beyond beverages and into other sectors.
Corporations, as we move into 2011, are still looking for ways to measure participation in cyberspace. The number of analytics tools are rising in the social media marketplace. Once they gain credibility with marketers and web developers, advertising executives can experiment with online content as a testing board before committing millions to an increasingly murky television market. I'm sure they do this already with their current focus groups and online surveys.
Nevertheless, some corporations execute this more smoothly for certain demographics than others. Heineken carries a certain cache of sophistication as an imported brand. They must extend initiatives in order to tap into the prized target base of 18–34-year-olds. University students especially have limited budgets and taste palettes. With "The Most Interesting Man" drawing traffic to video sites, Heineken has the potential to ride that wave into the small fridges of the Big Ten, Big East, and Rockies.
As we see here, an entrance is the start of it all. The Entrance, by Heineken.