Heineken has launched the Heineken Chatbot on Facebook Messenger, which provides an engaging platform that invites consumers into the premium, innovative and exciting world of Formula 1. The Chatbot, developed by Publicis Media Content and Space66, is part of Heineken’s through-the-line Formula 1 ‘More Than A Race’ campaign, launched to open up the lifestyle of Formula 1.
The Heineken Chatbot provides quick-witted consumers with the chance to prove their chat is worthy of winning a VIP Heineken Saturday experience at the Formula 1 2018 Rolex Australian Grand Prix. Running across three stages, users will be introduced to the Heineken Saturday Doorman, The Stylist and Formula 1 legend David Coulthard.
During the first Chatbot interaction, consumers will have to talk their way past the doorman to win one of five VIP main prizes. Next, former Miss World Australia Erin Holland will pose questions about personal style, with the most creative and interesting responses winning a $1,000 G-Star RAW clothing voucher. In the final stage, Heineken and Formula 1 ambassador David Coulthard will test consumers Formula 1 knowledge to win a 12 month subscription to men’s lifestyle magazine GQ. Major prize winners will be announced on Friday, March 16.
Damian Dabkowski, Heineken country manager, Lion Australia said: “We’re excited to launch the Heineken Chatbot as it will enable us to connect directly with more consumers than ever before. The platform allows us to introduce people to the world and lifestyle of the Formula 1 and drive national relevance of Heineken Saturday. The Chatbot is another example of how we continue to push the boundaries to deliver progressive marketing campaigns to connect with consumers in new and interesting ways.”
The Heineken Chatbot is part of a through-the-line campaign, including significant media investment across free-to-air and subscription TV, cinema, out of home advertising, digital and social. Heineken will also activate consumer promotions and visibility solutions in over 4,000 on and off trade outlets, including a national on pack promotion to win a trip of your choice to an international Formula 1 event in either Sao Paulo or Monza.
Heineken consumers can enjoy delicious food, ice-cold Heineken and all the entertainment of the Formula 1 at Heineken Village; the brand’s largest event space in Australia. Consumers can expect a show-stopping performance on Heineken Saturday, March 24, with an exclusive DJ set by Apl.de.ap & Taboo of super group the Black Eyed Peas.
Source: Campaign Brief