Back to Work

Drinks · Proposal

Heineken Silver: play, pose and win.

A proposed launch for Heineken Silver: a rugby kick game, a selfie draw and friend referrals, and an in-store playbook, with prizes claimed at the bar.

  • Mobile web app
  • Instant-win game
  • Selfie competition
  • Friend referrals
  • In-app messaging
  • Rugby game day
  • In-store launch
Year
2023
Mechanics
4
Journey screens
6
Free plays per referral
2
A venue TV during live rugby, framed by the Heineken Silver L-shape with a Heineken Silver can and the line Connect to the Free Wifi or Scan the QR Code to Redeem, an 18+ mark and a QR code card that says Scan to take part.

QR code that opens this Heineken Silver page on hellobrand.co.za.

Heineken Silver Kick and Win screen: a rugby ball in front of goal posts, with the line Reveal your prize.

Heineken Silver ran on the Tiger's Milk and La Parada venue network as a Tier 1 brand in 2021–22, in 16 Tiger's Milk and 9 La Parada restaurants at the same time. Proposals for Heineken Silver from 2023: the mobile experience with ViaMedia, and the in-store launch playbook for Tiger's Milk. Neither has results yet.

All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada

Tiger's Milk 16

Gauteng

  • Bedfordview
  • Bryanston
  • Cedar Square
  • Melrose Arch

Western Cape

  • Blouberg
  • Camps Bay
  • Century City
  • Claremont
  • Durbanville
  • Kloof Street
  • Muizenberg
  • Stellenbosch

and 4 more Tiger's Milk restaurants

La Parada 9

9 La Parada restaurants

Every campaign on the network ran in all of them at the same time.

Not for persons under the age of 18. Enjoy responsibly.

On the venue network, 2021–22

Before the 2023 proposals, Heineken Silver ran on the Tiger's Milk and La Parada venue network as a Tier 1 brand, in all 16 Tiger's Milk and 9 La Parada restaurants at the same time.

  • Heineken Silver held the top of the beer category in the venue web app's menu tile
  • Every banner clicked through to the chance to win
  • Guests joined through the venue's free Wi-Fi or the QR code
Package
Tier 1: the top banner on the main navigation page and peak time on the screens
When
2021 to 2022

The dates, artwork and results of this run are not on file yet.

The brief

Use a fun mobile experience to win new Heineken Silver drinkers, keep them coming back and learn who they are.

Heineken Silver was new, so the first job was trial: get the beer into people's hands where they already watch rugby. The second was to turn that first beer into a relationship the brand could see, with every play, selfie and referral adding to what Heineken knows about its drinkers.

Year
2023
Where
Bars, on the venue TV and the drinker's phone
Moment
Rugby game day
Access
Free Wi-Fi or a QR code, no app to download
Prizes
Claimed at the bar with a code
Who it is for
Beer drinkers of legal drinking age, 18+

The idea

A bottle and a can of Heineken Silver on black.

Play, pose and win.

One branded mobile experience, built around rugby and the beer. Drinkers kick a ball through the posts to reveal an instant prize, upload a selfie with a bottle of Heineken Silver to enter a draw, and share a QR code to earn free plays for themselves and a friend. Prizes such as a six-pack are claimed at the bar with a code, and in-app messages bring people back with news, brand facts and new chances to win.

  • Attract, excite and acquire new customers
  • Engage customers with a fun digital experience
  • Re-engage inactive customers
  • Drive retention and reduce churn
  • Incentivise incremental sales
  • Increase brand equity and visibility, and create stickiness with the brand
  • Generate customer data, insights and analytics

On the venue TV, on game day

Heineken Silver's game-day L-shape wraps the rugby on the bar's TV, with one instruction: connect to the free Wi-Fi or scan the QR code to redeem. That is the door into the mobile experience.

A Heineken Silver L-shape around live rugby: the Heineken Silver logo and can down the side, and along the bottom the line Connect to the Free Wifi or Scan the QR Code to Redeem, with an 18+ mark.
The game-day L-shape around live rugby.

Live at Mojo Market

The Heineken Silver L-shape on the venue TVs at Mojo Market, with the draught offer along the bottom. Phone footage from the venue floor.

Ways in

The TV starts it; the phone keeps it going.

  • The Heineken Silver game-day L-shape on a venue TV.
    The TVConnect to the free Wi-Fi or scan the QR code.
  • Refer friends screen: Get 2 Free Plays, with a QR code to share.
    A friend's QR codeBoth get two free plays.
  • In-app notifications about free plays, the selfie draw and the free sports channel.
    In-app messagesNew chances to win.

The drinker's journey, start to finish

From the TV to a prize at the bar and back again: six screens, all in the phone's browser.

Six steps

  1. Tap Play NowDrinkers kick a ball through the posts to reveal an instant prize. Heineken Silver Play and Win screen: goal posts in a stadium and a Play Now button.
  2. Kick to reveal your prizePlayers tap to kick the ball through the goal posts and reveal their prize. Heineken Silver Kick and Win screen: a rugby ball in front of goal posts, with the line Reveal your prize.
  3. Claim the prize at the barA winning screen gives a code to take to the bar, where the prize, such as a six-pack, is redeemed. Congratulations screen: You have won a 6 pack, with a code to take to the bar.
  4. Strike a pose for the drawDrinkers upload a selfie with their bottle of Heineken Silver to enter the draw for a chance to win. Heineken Silver Strike a Pose screen: a man takes a selfie holding a bottle, with an Enter Now button.
  5. Bring a friendEach player has a QR code to share. When a friend joins with it, both get two free plays. Refer friends screen: Get 2 Free Plays, with a QR code to share and a Share button.
  6. Come back for new messagesNotifications inside the app announce free plays, the selfie draw and a free sports channel. In-app messaging screen with notifications about free plays, the selfie draw and the free sports channel.
Heineken Silver Play and Win screen: goal posts in a stadium and a Play Now button.
Step 1 of 6

Kick and Win, and what you could win

A tap-to-kick rugby game: put the ball through the posts and the prize is revealed on the spot, with a code to take to the bar.

  • Heineken Silver Play and Win screen: goal posts in a stadium and a Play Now button.
    1. PlayTap Play Now.
  • Heineken Silver Kick and Win screen: a rugby ball in front of goal posts.
    2. KickTap the ball to reveal your prize.
  • Congratulations screen: You have won a 6 pack, with a code to take to the bar.
    3. WinA code to claim at the bar.
  • Heineken Silver Strike a Pose screen: a man takes a selfie holding a bottle, with an Enter Now button.
    4. PoseA selfie enters the draw.

What you could win

  1. Instant, in the game A six-pack

    Revealed by the kick, claimed at the bar with a code.

  2. The draw Strike a Pose

    A selfie with a bottle of Heineken Silver enters the draw for a chance to win.

  3. For sharing 2 free plays each

    For the drinker who shares the QR code, and for the friend who joins.

Every mechanic, in detail

Four proposed mechanics, each with a job: trial, content, growth and return visits.

Kick for a prize

Players tap to kick the ball through the goal posts and reveal their prize. A winning screen gives a code to take to the bar, where the prize, such as a six-pack, is redeemed. Every win puts a Heineken Silver in someone's hand.

Strike a pose

Drinkers upload a selfie with their bottle of Heineken Silver to enter the draw for a chance to win.

Bring a friend2 free plays

Each player has a QR code to share. When a friend joins with it, both get two free plays.

Messages that bring people back

Notifications inside the app announce free plays, the selfie draw and a free sports channel, and pop-ups share brand facts, such as Heineken Silver being brewed with an ice-cold lagering process at -1°C.

In the venue: the Tiger's Milk launch playbook

A second 2023 plan took the launch into Tiger's Milk. It chose the stores, the spaces inside them and a set of “Glitch” activations, all built to put a first taste of Heineken Silver in people's hands.

Lighthouse stores
6: Cedar Square, Bryanston, Kloof Street, Camps Bay, Century City and Melrose Arch
Embassy stores
10, from Bedfordview and Kyalami to the V&A, Muizenberg and Blouberg
In-store platforms
14, from table talkers to the venue TVs
Phases
4: teaser, launch, tour and always on

Stores were put into tiers (Tier 1, Tier 2 and new stores) from a year of draught beer sales, store by store.

What each store offers the brand

  • Double-sided table talkers, one per table
  • Bill folder flyers
  • A4, A3 and A2 posters, 5 to 15 per store
  • Two LED frames per store
  • Two to three big-screen TVs
  • A digital LED entrance podium
  • DJ booths
  • Bar mats
  • Back-of-bar and bar displays
  • Brand Hailer venue TV screens
  • The Brand Hailer app, through the free Wi-Fi
  • Training for all staff on the beer
  • Waiters and staff as brand ambassadors
  • Menu updates

Four phases

  1. Phase 1 Teaser

    Outside and inside every store, to draw people through the door.

  2. Phase 2 Launch

    In-store activations introduce the beer and push first tastes.

  3. Phase 3 Virtual Tour

    The launch moves from store to store as a tour.

  4. Phase 4 Always on

    Lighthouse and embassy stores keep the engagement going after launch.

The Glitch activations

Concept art from the playbook.

  • Concept render of the Tasting Glitch: a round white table with a Heineken Silver tap and a poured glass, under a floating Heineken Silver can.
    The Tasting Glitch table
  • Concept render of the Floor Glitch: a figure on a white entrance podium behind a giant Heineken Silver can hologram.
    The Floor Glitch podium
  • Rewards app welcome screen: an avatar holding a Heineken Silver can, a 127-point total and buttons for View Wallet, Collect Coins and Shop Rewards.
    The Inside Glitch rewards app
The Outside Glitch

Glitch artwork outside the stores works as a teaser. With an AR rewards app, people “catch” it, add it to their stash and redeem it in the nearest store: Heineken Silver tastings, merchandise, tour tickets and more. Every catch is consented first-party data for future events and deals.

The Inside Glitch

Inside the store, a rewards loyalty app takes over. People sign up, then view their wallet, collect coins or redeem rewards. Coins come from Watch and Earn, Spin and Win, Q&A and Scan and Earn tasks: a virtual treasure hunt that leads to tastings, tour tickets and Heineken Silver merchandise.

The Tasting Glitch

A mobile LED hexagon table with a 3D hologram fan, a Heineken Silver tap, keg and cooler, and charging points. People enter their details and win on the spot: a taste, the merchandise or tickets.

The Floor Glitch

A mobile entrance podium with a 3D hologram, an infinity mirror and a camera. Step inside, have a Heineken Silver moment, and the picture is sent to your phone to share.

The Laser Glitch

Lasers project the glitch artwork onto the fronts of lighthouse stores such as Kloof Street, Camps Bay and Cedar Square.

The Virtual Tour

Each lighthouse store hosts a leg of the Heineken Silver Virtual Tour, with artists chosen per store and tickets won through the Outside and Inside Glitch rewards. Brand ambassadors and superfans get avatars to document the tour and share it, before it opens to everyone.

The Virtual Room

At Kloof Street and Waterfall Corner, a permanent room dressed as a walk-in fridge. It hosts tour events and is open every day for a cold Heineken Silver.

Three more routes to the first sip

The same mechanics, shaped for three more places: a busy bar, the student bar at a residence, and the streets around the store.

Heineken Silver poster: a Heineken Silver draught tap and a full glass, with a NEW flash.

Strike a Pose, at the bar

A user journey for the bar at Mojo Market, October 2023.

  1. People see it on the venue screens (squeeze backs), on posters and table talkers, and on mobile charging plates.
  2. They scan the QR code or tap NFC and fill in the Strike a Pose form, with a POPIA consent tick.
  3. They buy two Heineken Silver draughts.
  4. They take a picture with the draughts and post it to their socials.
  5. Every entry is stored in the database, POPIA compliant.
  6. Posts go into a grand prize draw, picked from the social feed.
  7. Players can win an instant free Heineken Silver draught voucher, redeemed at the bar.
  8. Each round of two draughts is another entry, and referring a friend wins more.

Vote for your residence

A plan for 20 to 30 student residences across the country, August 2023. An A1 poster at each student bar carries a QR code. Students sign up, pick their residence from a list, and get a chance to win a 2-for-1 Heineken Silver draught, kept in a wallet on the phone and shown at the bar. Sharing with five friends unlocks an extra Spin and Win.

Main prize
A Heineken party with a big screen, for the Rugby World Cup final, at the residence with the most sign-ups
For every residence
A Heineken Silver Blade pourer for the student bar

Catch it in AR

A virtual hunt: Heineken icons dropped across South Africa, found on a map and caught through the phone's camera, with rewards to redeem in store. Example screens.

Seven steps

  1. Welcome to the huntVirtual Heineken icons are dropped across South Africa. Players allow location and camera when the app asks. How to play screen: Welcome to the Heineken metaverse, with four steps to find, view, collect and play the virtual Heineken icons.
  2. Find icons on the mapThe map shows the nearest icons waiting to be found. Find icons to redeem: a street map with red Heineken stars marking virtual icons (the platform's sample map).
  3. See it through the cameraIn the virtual AR view the icon appears in the real world. Tap it to collect it. Virtual AR view: a Heineken star floating in front of the Cape Town waterfront Ferris wheel, seen through the phone camera.
  4. Tap to revealTapping the screen reveals the icon that was collected. Tap Screen: a revealed Heineken Silver can, with a button to claim the prize.
  5. Build the locker roomEvery icon collected sits in the locker room, ready to play. Locker Room: the virtual Heineken bottles and cans the player owns.
  6. Win a rewardSome icons unlock a reward, such as a 3 for 2 Heineken Silver voucher. Congratulations screen: a 3 for 2 discount voucher for Heineken Silver, with a voucher code and a Click to redeem button.
  7. Redeem in storeA unique voucher code and QR code are scanned at the outlet, and players go into the prize draw. Voucher code screen with a QR code to scan: buy 3 Heineken beers and pay for 2.
How to play screen: Welcome to the Heineken metaverse, with four steps to find, view, collect and play the virtual Heineken icons.
Step 1 of 7

What we proposed

From the TV to the bar, one scan.

This is a proposal, so there are no results, and it set no numeric targets. These are the measures it was built to move.

Results to follow Figures are added here once the campaign has reported.

What it will measure

  • New customers acquired

  • Customers engaged

  • Inactive customers re-engaged

  • Incremental sales

  • Customer data and insights

Stories that used the same services, or worked in the same sector.

  • Drinks

    Castle Lager

    A proposed mobile data strategy for Castle Lager: a data-free sports platform with live scores, predictions, trivia, friend challenges and till-slip rewards.

  • Drinks

    Coca-Cola

    A pitched digital activation for Coca-Cola in Pareto Group malls during the 2026 football World Cup: food court challenges and a web app that rewards fans.

  • Hospitality

    Starbucks

    A proposed Instant Rewards Loyalty App for Starbucks in South Africa: stars for purchases, Coffee Spot check-ins, photo challenges and surveys.