From beer to there with The Passport
Heineken takes fans on an epic adventure with the launch of its latest
digital campaign, The Passport. Have you ever wondered how far you
can get when you have nothing else to rely on but your wit and a
bottle of Heineken? In a fresh take of the ancient Silk Route,
Heineken sends one man on a sensational journey to follow the
spice-trading route of the Middle Ages from Shangdu in Inner Mongolia
to Bangkok, Thailand to find out.
Fans are invited to follow the journey of our protagonist, Justin, as
he makes his way from remote places to bustling cities, culminating in
a grand finale at ‘Heineken Presents Sensation Bangkok’, the party to
end all parties. In a series of four episodes shared on the campaign
hub at http://www.thepassport.sg, viewers will be able to watch
Justin’s journey across Asia using only Heinekens, his
resourcefulness, open-mindedness and confidence as he interacts with
people from different cultures and backgrounds.
“Heineken prides itself on being a true global icon, and this campaign
seeks to prove that we are truly recognized internationally as a brand
that is valued in all corners of the world. In other words, that
Heineken is indeed a “social currency” that can Open Your World,” Mr.
Rene de Monchy, Head of Marketing at Asia Pacific Breweries Singapore.
The Heineken Passport
As we go on this quest to discover the true value of Heineken as
social currency, fans will be able to follow Justin’s progress via his
LIVE tweets and photos accessible at http://www.thepassport.sg. With
the site launched on 10 August, fans can view a teaser of what’s to
come on this adventure. On 30 August, watch four full episodes of
Justin navigating through each leg of his journey including his
adventures in Shangdu, Shanghai, Hanoi and Bangkok.
To further engage fans, everyone is encouraged to sign up for their
own virtual passports. Successful registrations will be rewarded with
accumulated miles in return for carrying out interactive tasks such as
sharing, watching content and answering questions about Justin’s
encounters in each city.
At the end of each day, the Heineken Passport holder who earns the
most miles will stand a chance to win the daily prize of a Heineken
adventure pack. At the end of the journey, a user’s total accumulated
miles will be converted into chances to win great prizes in the final
prizedraw, which include digital cameras and the party of a lifetime
at Sensation Taiwan for the winner and three friends.
So join in this exciting adventure and discover how Heineken is truly
the world’s social currency.