As a brand design agency, we are constantly looking at new and innovative ways for brands to interact with their customers and stakeholders. A brand which is constantly looking at new ways to push the boundaries is Heineken and their latest idea is certainly no exception. With the winners announced at the end of this week, the Heineken Limited Edition Design Contest has been a monumental gesture for the brand, and one that has seen over 30,000 designs entered, over 6 million ‘likes’ on Facebook and 20,000 connections made via social media.
The competition was set up to try and inspire Heineken drinkers from around the world to get together and design their own limited edition bottle as pat of the brand’s 140th year celebration. The company used social media avenues, You Tube and Facebook as the primary vehicles for the campaign, drawing on its existing network as well as encouraging new ‘friends’ to join in the fun.
Gathering at a loft in New York CIty, Cool Hunting’s Evan Orensten joined Mark Dytham of PechaKucha and Heineken’s Global Head of Design Mark van Iterson were given the enormous task to sort through the 100 finalists from the Heineken Limited Edition Design Contest. Narrowing down the worthy competitors from 30,000 entries, they selected the three design pair finalists. Each pair represents a mix of designs that two individual designers created and came together to create one bottle that marries the two designs. The finalists represent six nationalities and professional backgrounds. The designs themselves reflect an interpretation of how people will connect in the next 140 years—a nod to Heineken’s 140 year history.
The shortlisted design pairs include Ray Muniz of Puerto Rico and Gusztav Tomcsanyi of Hungary, Stefan Pilipović of Serbia and Fabio Cianciola of Italy, as well as Rodolfo Kusulas of Mexico and Lee Dunford of Australia. The winning partnership will be announced this week, and their design will be launched worldwide in December 2012 as part of Heineken’s 140th anniversary limited-edition gift pack.
Aside from being a brilliant piece of design collaboration, the competition also shows the power of a well executed social media campaign. It would be interesting to see not only who will win, but whether Heineken sees a rise in sales as a result.
If you would like help brainstorming your own social media campaign, why not give us a call?
Director of Brand Projects