Heineken Digital, Case study MEET THE WORLD IN ONE CITY by Tribal Amsterdam

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Industry Beers and Ciders
Media Digital, Interactive & Mobile, Case study
Market Netherlands
Agency Tribal Amsterdam
Released December 2012

Credits & Description

Meet the World – all 194 nationalities – in one city.
Heineken takes to the streets of Amsterdam and launches its first entirely social media-fueled challenge.
Amsterdam 12th December 2012- Heineken is bringing its ‘Open Your World’ global campaign to a new level by throwing down the challenge MEET THE WORLD IN ONE CITY. The social media campaign launched on December 5th on the streets of Amsterdam and on Facebook.

By leveraging the power and global reach of social media, Heineken is connecting global and local communities into a real-life social experiment to see if one can indeed meet the whole world in one city. Two ordinary guys, Barnaby Slater (32) and Mick Johan (32) from the UK and the Netherlands respectively, will dedicate two weeks of their lives to this challenge and race through the streets of Amsterdam to meet all 194 nationalities. People of different nationalities can contact Barnaby and Mick via www.heineken.com/meettheworld and help them achieve this challenge.

Paul Smailes, Global Heineken Digital Manager, said: “With the right open-mind and a sense of adventure - we believe it is possible to have new experiences, meet new people and cultures all in the backyard of your own city, and Meet the World in One City, is the ultimate challenge of this belief.”

He continues: “We want to continue engaging with our adult consumers in surprising and impactful ways and this challenge is a great example of how Heineken® leverages its innovative and worldly character in the social media space.”

The quest will be documented and edited on the go by a crew of film-makers. Daily content of photos, videos and stories on Heineken’s Facebook page will show Barnaby and Mick’s adventures and progress.

The MEET THE WORLD IN ONE CITY challenge will last for two weeks and culminate in a big finale – a party sponsored by Heineken, to be held in a secret Amsterdam location. Everyone taking part in the project – all participating nationalities - will be invited to this exclusive event.