We created '1 Like = 1 Balloon'. A video posted on Heineken's Facebook page where a Heineken spokesperson announced he would inflate a balloon for every 'like' that the post got.

As 'likes' were stacking up, we shot 30 live videos with personalised messages to Heineken fans in response to their comments about the initiative.

With each video response, the buzz increased and the story quickly spread, igniting the conversation between fans and Heineken in an unprecedented manner.

In 6 hours (the duration of the initiative), the post generated over 12,000 'likes' and 29 personalised video responses, impacting 500,000 people on Facebook during a sunny Friday afternoon.