To create a loyalty program for Heineken.

Heinekencity.com is a digital landscape in which consumers can step into the world of Heineken. The city includes “apartments” that can only be purchased by accumulating points playing Heineken-branded games on Facebook. Each “apartment” consists of a free webmail account with your very own @heinkencity.com email address.Once registered at Heineken City, residents received a direct mail piece welcoming them to their new home. The piece included a key to their “apartment”. Each key provides residents with a member number and serves as a VIP pass to Heineken events; it also doubles as a bottle opener.

All units were sold (10,000).10,000 email addresses added to Heineken database.10,000 keys distributed allowing Heineken to track attendance of our members at promotions.10,000 loyal Heineken drinkers sending and receiving email addresses with our brand each day.