To take over these Christmas trees, Heineken decided to use its most iconic symbol to create a limited edition tree topper: The Heineken Red Star, a build-it-yourself interactive premium.

60,000 tree toppers were strategically given out to the target through Christmas tree vendors and at supermarkets located at the hip and trendy neighborhoods of San Juan. And best of all, Heineken gave them all away for free as a present.

Taking into consideration the extreme desirability the target has for Heineken premiums, the stars were projected to go out of stock in less than 3 weeks.

Heineken’s 60,000 limited edition tree toppers were out stock in just 8 days, transforming 60,000 Christmas trees into 60,000 free in-home billboards.

As anticipated, during the first 2 weeks of December, Christmas tree pictures started filling up Facebook, Twitter and Instagram feeds, turning our free 60,000 billboards into thousands of unpaid social media post.

And because of the many gatherings and celebrations Puerto Ricans enjoy during these holidays, Heineken was also part of family pictures, party pictures, Christmas day, New Years, Three Kings Day, and local traditions.