Case Study: Heineken drives Gen Z and Y engagement with AFFINITY

Heineken drives Gen Z and Y to Heineken at 370km/h with AFFINITY

Heineken, through its brand XXXX, challenged vendor AFFINITY to create a visually impactful on-premise activation to engage 25-35 year olds. The goal was to leverage the existing 'XXXX QLD State of Origin postcodes' campaign and prove the brand could connect with this demographic through interesting social communications, particularly with consumers who were not initially passionate about the beer or its heritage.

AFFINITY created the 'Locate The Tin To Win' campaign, an interactive augmented reality (AR) experience for pub-goers. By scanning QR codes, users activated an immersive competition to win merchandise, which involved guessing the location of a mystery Queensland destination. This innovative AR solution successfully brought the scale and beauty of the outdoors into the pub, demonstrating the brand's care for Queenslanders.

Heineken