By scanning a Heineken label using Blippar consumers can unlock exclusive content such as animation films, sustainability reports and the ‘7elfie’ camera – which lets users create their own Heineken-selfie to share on social.
Heineken has launched a new digital campaign in a bid to harpoon the increasing consumer interest in sustainability and the ingredients that make up some of their favourite products.
The Legendary 7 campaign pays tribute to seven farmers from France, Germany, Greece, the Netherlands and the United Kingdom who produce high quality sustainable barley and hops – as the company commits to buy 50% of its main raw materials from sustainable sources by 2020.
Through the farmers’ stories consumers can engage with the Heineken sustainability story.
All consumers need to do to meet the 7 legendary farmers, is access to Blippar – the augmented reality smartphone app – and a bottle of Heineken.
By scanning the Heineken label using the Blippar app, consumers unlock exclusive content such as animation films, sustainability reports and the ‘7elfie’ camera – which lets users create their own selfie to share on social.
Mark van Iterson, Global Head of Design for Heineken, said: “Sustainability is often seen to be complex and inaccessible for consumers. However, sustainability is at the heart of all that we do and we wanted to find a way to encourage consumers and all our stakeholders to easily engage with Heineken’s Brewing a Better World programme.
“Legendary 7 challenges the status quo of sustainability reporting and helps consumers appreciate the sustainability thinking and all natural ingredients which go into the creation of their favourite brand”.
https://www.youtube.com/watch?v=tUBj1YTF3CU
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