Open Your City was the latest 360° campaign of Heineken in Greece. People were invited to call a Heineken City Ride via Taxibeat application and to live a unique experience. They only had to dare to get in a car with an unknown destination.

We were responsible for handling the Twitter account of the activation. More precisely, our duties included:

  • Creating the content calendar
  • Communicating online in realtime with Twitter users
  • Reaching out & inviting highly influential social media users to participate in the activation
  • Reporting

The activation was on air from 29/09/2014 to 19/10/2014 and the results speak for themselves:

  • 46.000 users reached daily
  • 54.000 impressions daily
  • 21 posts deriving from users daily

Additionally, our influentials’ reach out program that took place on 11/10/2014, had the following results:

  • 190.000 users reached
  • 248.000 impressions
  • 20+ influential social media users hopped on board of Heineken City Rides
  • 75+ posts in social media (Instagram, Twitter, Facebook)
  • 3500+ likes from their followers
  • 100+ shares/RTs from their followers

We are very happy to have worked on this project with Mindworks, the digital agency that was responsible for this campaign.

[Photo via birdy_nam_nam]