Digital over traditional for branded entertainment?

Share this article:

Heineken is set to launch its second round of creative from Wieden & Kennedy, according to The New York Times. The spot, titled “The Date,” will follow both the creative and media blueprint that contributed to the success of “The Entrance,” a spot that debuted online and made its way to TV three months later.

“The Date” has a catchy international flair and will debut online before making its way to TV. Hopefully the formula is successful enough to save Heineken from its own penchant for shifting agencies. Wieden & Kennedy is the Dutch beer brand's seventh creative shop in nine years.

Wieden & Kennedy Amsterdam's “Write the future” campaign took home best in show honors at last month's NY Festivals show. As Rob Reilly, worldwide chief creative at Crispin, Porter & Bogusky mentioned, the spot's budget was almost entirely on production, with little or nothing spent on media. Although Heineken's recent creative still relies heavily on big media buys, it appears Wieden is writing the future of how best to reach consumers with branded entertainment: digital first, and then, if necessary, shift to traditional.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Omnichannel Represents a Sea Change in Marketing

Omnichannel Represents a Sea Change in Marketing

Instead of thinking about channels first, marketers need think about customers and outcomes.

Will American Wallets React to Jack Ma's "Open Sesame"?

Will American Wallets React to Jack Ma's "Open ...

Observers pooh-pooh Alibaba's chances to challenge Amazon and eBay, but the boss of China's e-commerce giant vows rapid U.S. expansion following his IPO.

Getting Email Out of the Friend Zone

Getting Email Out of the Friend Zone

It may not be the sexiest channel, but it is the most reliable.