We created a new phenomenon: the Walk-in Fridge. First we made the TV-commercial. That made it into a viral hit, with over 15 million views. Then we created a viral, that got the buzz going even more. Hundreds of spoofs were made all over the world. We built the fridge and took it to festivals, so fans could experience their own ecstatic moment. We made a sequel of the TV-commercial, organised a viral video contest and put giant Walk-in Fridge boxes on the streets of Amsterdam that attracted great attention. After this, we created another viral based on the footage we shot that day.

First, before airing it on TV, we seeded the TV-commercial online through social networks and a select number of influential blogs. This was in early January 2009, a week later the commercial officially launched. About eight weeks after that we seeded a viral. People responded with spoofs. In the summer we took the fridge on tour. After summer, a viral contest kept the story alive. The boxes were put on the streets at the end of the year, when the commercial was put on-air for a second flight.

For years Heineken has been tracking its commercials. The Walk-In Fridge recorded the highest score ever with a Spot likeability of 8,1 (source: Daphne, 2009). After a year, the commercial was still the #1 most viewed commercial of all time on YouTube in the Netherlands. In addition, the top of mind awareness of the Heineken brand in The Netherlands traditionally never got past 28% but with the help of this campaign the top of mind awareness of the Heineken brand in the Netherlands rose by 7% in just two months, from 28 to 35%, and remained stable at that level after that.