Studies

CLIENT: Heineken

CAMPAIGN: Expert Advice Gallery: Heineken Light

Flight: July 15 - August 15, 2010

Focus: Esquire.com

OBJECTIVE

• Extend "The Heineken Upgrader's Guide" in-book advertorial in Esquire's How To Be A Man June/July Issue online

SOLUTION

• Hearst Digital Media complemented the in-book advertorial by creating "The Office Worker Style Guide" Expert Advice Gallery on Esquire.com, giving men style tips for the office-from shirts, to shoes, to accessories
• Heineken brand messaging was integrated into the trusted editorial content via a custom category exclusively dedicated to Heineken content
• A Featured Tip Module within the Gallery drove users to Heineken's Facebook fan page where users could watch the "See the Light" trailers
• Heineken received 100% SOV of all media within the guide, plus high-impact media throughout Esquire.com
• Social promotion on Esquire's Facebook and Twitter pages through Sponsored Updates and Tweets