Digital agency Engage is celebrating a three year partnership with Heineken UK to deliver performance focussed, digital projects which drive action, data growth, and engagement.
Engage has partnered with the UK’s leading pub, cider and beer company to coordinate digital activations for a range of brands including Desperados, Bulmers, Orchard Thieves, Old Mout and Sol.
The activations saw Engage envisage, design, develop and deploy numerous campaigns which encompass ‘gamification’ elements to encourage engagement and purchasing behaviour from Heineken’s customers. The campaigns also enable Heineken to drive data growth through customer acquisition.
Matt Rix, head of data driven commerce at Heineken UK, commented; “The work Engage has delivered for Heineken over the past three years speaks for itself. I trust the team implicitly to deliver work of the highest standard, in the allotted time and for the best price.
“Engage is extremely forthcoming with innovative recommendations, and all processes are completely transparent. I can’t recommend them highly enough.”
The campaigns include a summer-themed mobile game for Sol where players had to successfully catch lime wedges in a Sol bottle to raise awareness of the brand driving data acquisition, and an addictive game for Old Mout which saw a Kiwi on a unicycle dodging obstacles to support efforts to save New Zealand’s native kiwi bird from extinction.
The two campaigns generated significant results with over 500,000 plays and 10,000 app downloads across Heineken’s partner brands, and over £10,000 donated to charity.
Dom Mernock, strategy director at Engage, added; “We’ve really enjoyed working with Matt and the team to generate successful gamification campaigns, engender brand engagement, and customer loyalty. Our partnership with Heineken has enabled value and performance to be repeatedly driven through various digital activations.
“Over the past 12 years we’ve worked closely with a range of clients who’ve required solutions to growth based challenges. As demonstrated by the results driven by the numerous Heineken campaigns, gamification allows brands to drive action, and build digital activation which is more engaging and generates a genuine positive experience for users.”
For business leaders looking to find out more about how to coordinate and deliver gamified elements in digital activation, Engage and Heineken are hosting a webinar on Thursday 22 October to underline the business benefits and value of gamification, and the positive impact that this can have on customer engagement and loyalty.