After 74 exciting days, the curtain has closed on the remarkable #192countries campaign. The impressive initiative by Heineken has been lauded by fans and critics, as the interactive campaign achieved the rare feat of reaching an outstanding 1 billion impressions across social media.
It isn’t very often you see a consumer engagement campaign quite like Heineken Nigeria’s #192countries campaign. The timing of the initiative, the partnership with shazam and the focus on social media all made the initiative a huge hit.
For most of the 10 weeks of the campaign, the hashtags #192countries and #SameGreatTasteIn192countries dominated the trend table, even duking it out with football hashtags during the course of the World Cup.
The campaign which was launched in celebration of the beer brand’s presence in a staggering 192 countries quickly became one of the most talked about topics on social media. Social media analysis (via Keyhole) shows that over 10,000 users put out tweets and Instagram posts about the bottles, and the hashtags racked up engagements in the hundreds of thousands.
The initiative which was centered around Heineken’s interactive limited edition bottles which allows users “Shazam” the bottle label and experience one of the countries Heineken is present in, also allowed users to view their position on the leaderboard based on how many countries unlocked. This added more bite to an already exciting idea, as social media quickly became rife with talk of topping the leaderboard and winning an all-expense paid trip to Amsterdam.
Considering how social media played a key role in making this campaign such a huge success, it was no surprise when Heineken rewarded the most active social media user with a trip to its birthplace.
Plaqad Influencer Omolara Bamgboye emerged as the selected social media user, after posting 357 times, with an average engagement of 337 and total impressions of 1,583,454.
Adding further credence to the campaign were some A-list Nigerian celebrities who joined in on the action and dared one another to climb up the Heineken leaderboard.
These included 2nd runner-up at the just concluded Big Brother Naija show, as well as another former BBNaija housemate – Uti Nwachukwu.
Heineken Nigeria is clearly setting a standard for other brands to learn from. The beer brand is known for its viral campaigns and has once again struck gold with its #192countries campaign.
This simple, yet highly engaging campaign is testament to the brand’s ability to continually innovate, and further reinforces its claim of being the biggest beer brand in the world.
Most importantly, the #192countries campaign is proof that when done right, social media can help elevate an exciting idea to a viral stunt reaching billions of people.