Heineken, one of the world’s leading brands with over 130 years in business, wanted to create event programming in Miami during Art Basel, the leading art event in the United States. The specific goal of the activation campaign was to target affluent consumers, street art enthusiasts and influences. For many years, Heineken’s main marketing activations have focused on music festivals to target young consumers but the brand saw an opportunity to showcase their product during Art Basel it did not want to miss.
The Heineken Mural Project launched in Miami in December 2012 as part of Heineken’s Art Basel programming. The Heineken Mural project was carefully curated to include some of the most talented veterans in street art. Celebrity-status street artists left their mark on Miami adding great value to the city’s thriving Wynwood Arts District. The Heineken Artists featured a conglomeration of bicultural visionaries who were tasked with the mission and creative freedom to interpret Heineken’s Open Your World tagline. Art lovers had no trouble sighting each mural and cutting through the Art Week traffic with the help of Wynwood Art District’s first Deco Bike rack. Deco Bike is a bicycle sharing and rental program operating in Miami Beach and Surfside, yet to reach the pedestrian-friendly Wynwood Art District. For the first time locals, commuters, and travelers benefitted from green transportation in Heineken-branded Deco Bikes complete with QR code map technology. The QR codes both on the map and murals provided inside-info regarding the murals, artists and special events. Events were planned at the mural sites and a launch event kicked off the week.
By way of this multilayered approach and key strategic partners, Heineken was able to leverage amazing national media coverage from the likes of NPR and the New York Times as well as key placements in South Florida media. The program garnered over 10 million social media and traditional media impressions in just 30 days and #heinekenmurals became a trending topic on Twitter. Due to the unprecedented success of the South Florida program, the Heineken Mural Project traveled to D.C. and Atlanta in 2013 and is expected to launch in Austin and New Orleans in 2015. The program also won an award from Heineken’s brand team as the most creative marketing activation of the year running against other market.