Heineken seals mobile and video deal with Google

Heineken has penned a global partnership with Google that will see it increase its YouTube activity and use mobile as its primary marketing channel in emerging markets.

/r/d/d/heineken160.jpg

The deal spans 20 countries and will see the Dutch brand execute homepage takeovers and use pre-roll ad slots on Google’s YouTube site.

The two companies also said their marketing teams would work more closely in future. The news comes after Heineken’s YouTube video The Date achieved nearly 4m views within three weeks of launch last month as part of its Legends campaign.

Henrique de Castro, Google’s global president of media and platforms, says the campaign would improve Google’s ability to target users and measure the effectiveness of the campaigns.

Heineken’s ’The Date’ video generated millions of hits within weeks.

The two companies will also work on creating mobile campaigns in emerging economies, where mobile internet exceeds desktop use as part of the deal, in a move that reflects Unilever’s “mobile-first” strategy in Brazil, China, India and Russia.

Heineken’s Star Player app for the iPhone, which encourages users to guess the outcome of match scenarios, launched earlier this year to critical acclaim.

Last week, the app, which was developed by AKQA, was awarded a Cannes Golden Lion award in the mobile category. Speaking at the Open Mobile Summit earlier this month, AKQA chairman Ajaz Ahmed told attendees that it had already generated a “500% ROI” for Heineken.

This story first appeared on New Media Age. For more digital stories and analysis from NMA click here now

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here