The Drum Awards for Marketing - Extended Deadline

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By Stephen Lepitak, -

December 12, 2012 | 2 min read

Heineken has initiated a social media challenge around the streets of Amsterdam and through Facebook in order to connect local and global communities.

The ‘Meet the World in One City’ campaign two men from the UK and the Netherlands, who will spend two weeks dedicated to the challenge of meeting people from 194 different nationalities on the Streets of Amsterdam.

People are also able to contact the pair, Barnaby and Mick, through a dedicated website in order to achieve their challenge.

Tribal DDB Amsterdam has been the agency behind the campaign, which ends next week, and is being documented and edited by a crew of film-makers, with content being posted daily on the Heineken Facebook page.

Paul Smailes, global digital manager for Heineken, said: “With the right open-mind and a sense of adventure - we believe it is possible to have new experiences, meet new people and cultures all in the backyard of your own city, and Meet the World in One City, is the ultimate challenge of this belief.

“We want to continue engaging with our adult consumers in surprising and impactful ways and this challenge is a great example of how Heineken leverages its innovative and worldly character in the social media space.”

To conclude the campaign, a party will be held by Heineken at a secret location in Amsterdam.

Heineken Facebook Amsterdam

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Tribal DDB Amsterdam

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