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Heineken has launched Hijack Socialization, a campaign that disrupts Netflix sessions to nudge audiences toward real-world experiences. Created by Dentsu in partnership with Netflix and Uber Advertising, the initiative targets specific scenes across 75 Netflix productions that feature bars and social gatherings. When these scenes appear, viewers see a message encouraging them to pause their binge-watching and experience the moment in real life, complete with a QR code offering a BRL 25 (USD 4.60) Uber voucher. The campaign, which is distributing 10,000 vouchers across Brazil, runs through October and is limited to one voucher per person for those 18 and older. It's part of Heineken's broader #SocialOffSocials global campaign tackling excessive social media use and positioning Heineken as a catalyst for genuine social experiences rather than just another beverage brand vying for attention in crowded digital spaces.TREND BITEHeineken's Netflix intervention represents a sophisticated approach to combating "continuous partial attention" the modern tendency to split focus between multiple screens and platforms. By literally interrupting the streaming experience at emotionally resonant moments, the brand transforms passive consumption into active participation. The campaign's genius lies in its timing and context: rather than competing with entertainment, it uses entertainment as a launching pad for real-world experiences. Could your brand identify similar intervention points where digital engagement becomes a gateway to offline action?
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Marketing and Advertising
Content marketers who use AI report that it takes them 10% less time, on average, to write an article compared with respondents who do not use AI. Read the full article at MarketingProfs
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Marketing and Advertising
This infographic explores why email remains a highly effective and efficient way to engage audiences, despite its lack of newness and flashiness. Read the full article at MarketingProfs
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Marketing and Advertising
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