{"id":42740,"date":"2012-06-25T12:03:32","date_gmt":"2012-06-25T11:03:32","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=2807"},"modified":"2020-10-10T19:18:51","modified_gmt":"2020-10-10T17:18:51","slug":"social-media-is-like-pinball-wizardry-heineken-social-media-head-says","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2012\/06\/25\/social-media-is-like-pinball-wizardry-heineken-social-media-head-says\/","title":{"rendered":"Social media is like pinball wizardry Heineken social head says"},"content":{"rendered":"

Heineken was taking part in the second panel at the useful social media conference which was devoted to customer interaction. This is the report for part 1 in the panel with Lennart Boorsma who works for Heineken (Global Brand Team). The moderator was Mike McGrail from the SocialPenguinBlog<\/em><\/p>\n

Heineken’s social media presentation was entitled \u201cigniting conversations\u201d preferably over a beer, Lennart said as part of his introduction.\u00a0 Heineken believe that it is\u00a0 social since 1873! Beer is social by definition (as long as you don\u2019t have too much of it though). The idea is to turn digital into a true marketing tool and Lennart sees \u201csocial as a means to create engagement and deepen connections with the audience\u201d.<\/p>\n

Social media is like pinball wizardry Heineken social head says<\/h2>\n
\"\"<\/a>
Social media is like pinball wizardry Heineken social head says<\/figcaption><\/figure>\n

Heineken mainly started its social activity 2 years ago with the merger of the most important facebook page and decided to \u201chave more stuff in place\u201d which meant Youtube, Twitter and a few others like Pinterest and Iinstagram. \u201cNobody is interested in the back-office tools for managing social media\u201d Lennart added. \u201cIf you say you implemented a new CMS for Facebook no one is going to be thrilled\u201d.<\/p>\n

Yet, without it, nothing is possible he said. Nowadays, social has to be embedded in the brief from the start Lennart Boorsma went on.
\n\u201cOld media used to be like a bowling alley and now it\u2019s like pinball\u201d Lennart said. Your messages are changed and bounce around. Likewise, content has to change and has to be fun and tell a story. It\u2019s theory but it is hard and it takes a lot of time and requires luck too! The goal is to generate more engagement and conversations about the brand. Today a TV commercial isn\u2019t sufficient, one has to provide a real-life experience.<\/p>\n

This is why Heineken launched their star player dual screen app to enable football fans to score points as they answer questions wile watching football matches on their TV. It was launched on April 26th and was hugely successful. Yet there are challenges such as latency in the distribution of TV programmes, namely over cable, DSL or satellite, for users must be given a fair chance to answer all the questions in a reasonable timeframe.<\/p>\n

Lennart also showed us a new experience around an enhanced TV commercial whereby real customers could \u201cserenade their dates\u201d and it provided more experience than just a classic commercial. 8 hours worth of streaming were delivered, people from 160 countries played, and 4.3 billion hits were achieved.<\/p>\n

Lennart concluded by saying that they are only at the beginning and that the work is paying off nicely with over 7 million fans now, up from above 2 millions 2 years ago and \u201cone of the fastest growing pages worldwide\u201d. When asked about cost, Lennart added that \u201cwhen you have a great shareable idea, you don\u2019t need to spend a lot of money\u201d. I couldn\u2019t agree more with that statement.<\/p>\n","protected":false},"excerpt":{"rendered":"

This was the second panel at the useful social media conference and it was devoted to customer interaction. This is the report for part 1 in the panel with Lennart Boorsma who works for Heineken (Global Brand Team). 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