In just 12 days, the accumulated fanpage 134mil fans and over 155 000 interactions. The public itself has become the media. 70% of the fans something published on the campaign in your timeline. Thus, each won by 4 fans media campaign, one more came organically.

The solution was to inaugurate the official fan page of HEINEKEN Brewery 12 days before the day K-Kaiser recovery. In a single action potential consumers gathered HEINEKEN Kaiser and repositioned. Celebrating the arrival of HEINEKEN network, launched the action "A toast to HEINEKEN Brewery."During 12 days, users were invited to toast with a different beer every day, in addition to choosing online friends to toast. The participant accumulating the most points with gifts accepted by less directly and indirectly. Daily, who reached the target set earned a pair of glasses HEINEKEN. At the end, it was possible to win the top prize: 50 beertenders. Purposely, after toasting beers recognized for their portfolio, HEINEKEN toasted the launch of the new Kaiser, presenting it to thousands fans who piled on the page shortly. This was made by the great potential member get member, making the message spread rapidly on the web.

Kaiser, one of the hallmarks of HEINEKEN Brewery, has been released to the market in 2012. The brand had the challenge to reposition and change the perception that consumers had in a beer of low quality.To try to overcome this rejection, the bet brand endorsement by HEINEKEN Brewery, responsible for its production, as reason to believe the campaign. The goal was to communicate that Kaiser was produced by HEINEKEN Brewery and so passed the rigorous quality of each expert on the subject more Breweries around the world.It was necessary to create an action that tangibilizasse this endorsement in interactive environments, even before the launch of the campaign was launched Kaiser.