The brief

Premium beer brand Heineken asked Energize to engage beer lovers during Christmas by activating its global TV Commercial ‘The Entrance’ on social media.

The Solution

A fast-paced memory game on video website Tudou. The campaign challenges participants to remember the lively characters from the TV commercial. Unlocking unique Heineken video content about each character and discovering the stories behind The Entrance.

How does it work

Watch the TV commercial and remember the lively characters. Drag the characters in the right order as fast as possible and unlock video content when remember the characters correctly. Share your scores on social media and challenge your friends to get higher up in a top-score Christmas tree. The fastest participants take home grand prizes!

By letting participants play with the commercial the campaign strengthens the brand image of Heineken in the competitive beer market in China. The proof of how to activate a TV commercial on social media!