Case Studies: Interactive Advertising

Heineken - Memory Hotel

Heineken used a DAL to communicate the brand's core values and provide viewers with a deeper understanding of the ‘Memory Hotel' concept.  Research conducted by Continental Research showed that 64% of 18-44 Irish adults (UK norm 51%) were aware of the interactive element of Heineken's advert with 15% of the group pressing the red button to access the interactive element (UK norm 8%).

Colm McNamara, Senior Brand Manager for Heineken Ireland said; "We are delighted with the response that the interactive element of the ad has achieved. We wanted to give viewers a deeper understanding of the advert and the core brand values that it represents. To have 55,000 choosing to engage with your advert for 2 minutes can only be positive".

View the Heineken DAL in the window above.