Digital over traditional for branded entertainment?

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.

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


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.