Giving fans a Dry January resolution solution
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8,120
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1.2M
Background
January is a time for new beginnings; new goals for a new year. For people looking to cut back or cut out their drinking, Dry January is just that — a new start. Heineken wanted to help their fans succeed and take over the Dry January social conversation, so we teamed up to deliver fans a resolution solution straight to their doorstep—in the form of alcohol-free beer.
Thank you @gofooji & @Heineken for my January Dry Pack! Who says January has to be dry!
Our solution
We created a January Dry Pack, an advent-style 31-case of mini Heineken 0.0s. On beerforjanuary.com, our custom microsite, we invited fans 21 and over to enter to win the January Dry Pack and to cash in a $3 rebate on six-packs of Heineken 0.0 all month long. Fans in New York, Los Angeles, San Francisco, Philadelphia, Washington DC, Boston, and Las Vegas celebrated right away as they received their Dry Pack within one hour of social participation. We helped scale the campaign by rewarding thousands of fans nationwide with mailed kits delivered to their doorstep within 7-10 business days.
Highlights
- Sold out of all inventory on the first campaign day - Over 44K fan entries generated - 8,120 product deliveries fulfilled nationwide - Fully custom digital user experience
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