We created 'Heineken HQ', the engagement hub of the campaign. Consumers were served 'Missions' on Facebook, on their mobiles and in various media. The task: to find and send secret codes hidden around the country to HQ.

Codes were hidden on the global Facebook app, in the Heineken commercial, and in nightclub laser shows. They lurked in advertorials, classified ads and Sudoku games. A Laser Maze toured summer hotspots, and codes were hidden in predator tanks and on the cliffs of Table Mountain.

PR and blogger drops were followed by the local première, attended by Bond girl Bérénice Marlohe.

Post-campaign global benchmark research showed that South Africa’s 'Crack the Case' campaign outperformed leading Heineken markets such as the USA and Spain. The campaign has been the most successful ever for Heineken South Africa.

Results:

- Total Competition Entries 53,599

- Missions Completed 9,997

- Total Prize-winners 10,394

- Fans recruited to Facebook 71,525

- Facebook Ads achieved an unprecedented CTR of 2.25%

- Facebook Posts achieve a virality of over 0.6%

- Projected value of PR component: R2.3m

- Actual value of PR component: R9.2m