Heinz Predict & Win | World Cup 2014

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Heinz wanted to create a digital awareness campaign during the World Cup 2014 in Brazil featuring their new flavors SQ's in market and prior to their new product launch campaign.

OBJECTIVES

• Maintain the hype of their last offline/online new flavors "Dip and Win" campaign.

• Increase fanbase and page engagement prior to the launch of a new product "Heinz Doy Pack".

• Leverage on the buzz of one of the most talked about events on Social Media.

SOLUTION

A Facebook app was developed allowing fans to predict the scores of the World Cup 2014 matches and win a PlayStation in return. A creative content strategy had to be in place to support the Facebook app activation. Multiple posting themes were used on the page from matches schedule, brand positioning in the event to real-time marketing techniques during the campaign.

Humanizing the brand and building anticipation for the World Cup event

To all Heinz Lovers! Please remain seated with your seat belt fastened, we've just reached Brazil Airport!

Finally we landed. Who's excited for the World Cup?

Reminding fans about matches timings and making sure not to miss their prediction before the match starts using famous dished from those countries.

Who are you supporting today? The Belgium waffles or the Algerian burek?

Spotlight - Suarez Bite Real-time marketing

Social content is about being instant and linked to global trends. Real-time marketing was used when Suarez bitten one of the team players during the match. This where Heinz reminded him that he can't eat without it. The engagement results were extra-ordinary!