Heineken, the official beer of the Latin GRAMMY® Awards, is opening a world of extraordinary Latin experience through the brand’s first augmented reality campaign. Through October 15th, consumers can unlock the Heineken Latin Grammy®s content directly from the Heineken label on the bottle or at Heineken/Latin Grammy®s in-store point-of-sale materials such as posters, banners, and cooler stickers.
Augmented Reality, or AR, is the art of superimposing computer-generated content over a live view of the world. In this program, the augmented reality experience is a hidden video that appears on your smartphone, which is then activated when the app is launched and the smartphone capture window is held over a Heineken bottle or in-store POP materials.
"We challenged Dieste to create a unique and innovative program for the Heineken ‘Man of the World’ Hispanic consumer. The resulting Latin Grammy®s Experience sweepstakes and augmented reality entry platform has generated a lot of buzz internally at Heineken and within the marketplace. It strongly leverages the consumers’ ever increasing involvement with mobile technology," says Kheri Tillman, VP of Trade Marketing & Sales Strategy, Heineken USA.
The Heineken Decoder app can be downloaded from the App store and from the Android Market to your iPhone, iPad or Android phone. Once launched, consumers can view and get a taste of the excitement of the Latin Grammy®s and enter for a chance to win a VIP trip for two to the 2012 XIII Latin Grammy®s in Las Vegas, where they can walk the green carpet with the stars. After entering, they can download a free song featuring Angel y Kris, Wisin y Yandel, Don Omar, Diego Torres or Frankie J.
"Everything we do has a goal of provoking action. We wanted to create a unique platform to break the limits of static 2D in-store messaging. Augmented reality is a perfect way to catch the shoppers’ attention and make them react. We were so excited about how well the technology worked we extended it to the actual bottle. Right now, if you have a Heineken bottle in your fridge, you can scan the label, watch the video and enter the sweeps. Go ahead, try it!" says Roberto Saucedo, Executive Creative Director at Dieste.
You can scan the QR code on the POS or text "HKNVIP" to 88500 for an alternate means of entry.