I can’t say that I’m a huge fan of the beer, but they’re doing lots of seriously innovative stuff with online media. This was set up during Milan Design Week 2014 to show off both Heineken’s new draught machine and serve as a massive branding exercise.
It didn’t go as viral as I’m sure they would’ve liked (although 176k views after 6 days is still pretty damn sporty), but that’s only part of the purpose. Having just come from the High Point Market event, I can say that something like this would have been far more memorable than the thousands of very standard showroom presentations.
Whenever you can get customers to truly interact with your brand, it’s going to create a far stronger and longer lasting impression than looking like everyone else. This is an example of the right way to stand out in a crowd. Plus, it’s a freaking pinball machine!