No Youtube channel, no ads on it... Strictly nothing...
Subscribers: +12 000
Views: +41 000 000
Purpose: Heineken uses its channel as many other brands to communicate through it, posting its last ads or its last events videos. It is a good way of creating, here again, a community (12 000 subscribers) but also to increase the odds to get viral.
They divided their channel by the activities they were involved in:
-James Bond: last ad made after the release of Skyfall.
- Serenade: They created an application/game on facebook where you can send a special video to your (future) date:
+19 000 views.
-Legends: they hide different cameras in hotel rooms where people were supposed to sleep before going to the stadium for the UEFA, and, when they get in their room, they discover a nice surprise...
N.B.: No information about the marketing budget of 1664 or Heineken...
Here again we can see that Heineken understood the role of social media in order to increase its brand-image but also its brand-awareness. It succeeded in reaching more than 12 000 subscribers on its channel, and more than 41 000 000 views on its different videos! Nowadays it becomes more and more important for brands to have a real social media strategy. Indeed they have to integrate it to their communication plan.
Heineken got the point for a long time, but it seems that 1664 is far behind... That is too bad for 1664 as they could do some nice viral videos, or simply ads through Youtube and playing on their French way of life. But either they don't want to, or they don't find it necessary. But the point is: Y generation will comment, share, like videos made by companies as Heineken, because they are fun, young and they represent what customers want to see. And they are right, they increased their targeted audience through social media and rebuilt the way of communicating! We still have to mention that Heineken and 1664 don't have the budget, as Heineken is a worldwide brand and 1664 is more a national one... It must be granted they don't have the same budget and, 1664 can't afford, as Heineken did an apparition on the last James Bond that costed 45 millions (source: http://brandsandfilms.com/2012/11/product-placement-in-pictures-skyfall/ ) ; but 1664 still can create a Youtube channel, post its ads on it and then why not creates ads dedicated to it? It could go viral, get a better brand-image and increase its sales...
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