60D Integrated Campaigns; Consumer Regional National

Heineken 0.0 First Responders

Suddenly it’s OK for first responders to drink on the job. 

How do you celebrate firefighters, EMTs and police officers on National First Responders Day? For Heineken, the answer was obvious: beer. In this case, alcohol-free Heineken 0.0 for a toast they can actually enjoy while on the job.

We teamed up with actor and real-life doctor Ken Jeong to deliver a truckload of brews to actual first responders. The surprise was shared as social content that doubled as a CTA for consumers to send free beer to their local heroes via Twitter. Beyond social, the campaign’s earned media impressions surpassed 370 million, positioning Heineken 0.0 as the right call when you’re on call.

Watch The Case Study

Celebrity

As a real life actor and real life doctor, Ken proved to be the perfect celebrity partner, knowing the challenges of being on call.

Social Sampling

Influencer

Results