Heineken released personal, native mobile ads promoting Desperado, a new tequila flavored beer, targeted to young drinkers in the Southeast region.
Ads ran on designated days with contextual creative that encouraged nighttime drinking occasions. In just three months, the mobile campaign increased brand awareness in the target area from 0 to 23%. Heineken believes this campaign shows how native advertisements can lead to better engagement. “What we’re attributing [the increase in brand awareness] to is literally context and personalization. Using the right media type in front of the right person at the right time when they are most receptive to it was, to be honest, the more magical part of it,” said Ron Amram, Heineken’s senior media director. Read more here about Heineken’s success on Adweek.com.