Every February, we are exposed to a fresh slew of marketing campaigns targeting our heart strings in anticipation of Valentine’s Day. As always, we can expect advertisements for the much-anticipated staples of February gifts: flowers, chocolate and jewelry. The typical Valentine’s Day commercials and campaigns are so expected that it can be difficult to distinguish between brands. This begs the question of how best to differentiate your business from the rest when everyone is using the same tactics.
Last year, Heineken – with the help of renowned ad agency Wieden + Kennedy – managed to do just that. Valentine’s Day 2013 witnessed Heineken launching the #TweetForATable campaign where you could tweet @Heineken_US for last-minute table reservations in New York City, Chicago and Los Angeles.
This year, they’ve turned the table. Heineken is saving date nights all over the U.S. by not-so-subtly handing the planning power over to the women. Rather than trusting their significant other to plan the perfect date, women are now offered an easy way to ensure their night will be one to remember. Heineken’s new gimmick, “Date In A Box,” features a glittery red box which contains a mystery date locked inside. Women who tweet @Heineken_US with #DateInABox are opting for a box of inspiration to be sent to their special someone. If their sweethearts Instagram a testament of their love (proudly showing their sensitive side, according to the promotional video) for all of their friends to see, they’ll receive the code to unlock the box on Valentine’s Day morning.
From a marketing standpoint, this is as interactive as it gets. This single campaign creates synergy and cross-promotion between Twitter, Instagram, YouTube (a directional video) and a branded object that can be – and most likely will be – used as a keepsake. If last year’s campaign is any indication of this year’s success, Heineken may be credited with saving a few more relationships across the country.