Make it fun and make new. Those are the two sure ways to get people to engage with whatever it is you want people to engage in.
Volkswagen’s Fun Theory is one of the best proof of that principle. You can get people to do almost anything as long as it is fun and different. In fact, “different” is a secondary principle, the operative word is fun.
Heineken now joins the short roster of “old” brands that managed to come up with something simple yet effective in getting consumers to engage with their brand.
Heineken Pioneering Bar
Heineken set up booths that anyone can enter. Inside it, people can travel through thousands of years of technological evolution. Using hand motion, people will be able to unlock different stages in history that will eventually lead into the creation of Heineken.
What Made It Work
There are several things that made the stun a success:
Fun – the images on screen react to the hand motion of the viewer and being able to interact with technology is the 24th century equivalent of clays and lego
Control – if there is anything consumers are possessive of, it is the prerogative to do the things they want to do and still get the result they expected. Heineken allowed consumers to control what they will see on the screen they are watching
Easy – it doesn’t take a lot for viewers to have fun. All they had to do was move their hand to different direction
Technology is a tool that widens the options of advertisers and marketers. However, technology is exactly that, a tool. The difference lies in how that tool is going to be used to bring the brand closer to the consumers.
More brands are realizing the value of “personal and physical” interaction with consumers. Guerrilla marketing efforts such as Heineken’s Pioneering Brand are bringing marketing back to its basics, developing tight consumer relationship.