Remezcla.com, a leading creative house and content authority on emerging Latin culture, partnered-up this past summer with Heineken to activate “The Spot by Heineken,” a 3-week long summer initiative that combined elements of performance space, art gallery, local hangout and online community, targeted to the trendsetting Latino public. With over 12 events that brought together live concerts, film screenings and countless artists and musicians from the U.S., Mexico, Puerto Rico and Spain, Remezcla approached VideosSquared to conceptualize and execute all video-related original content for Heineken’s microsite for The Spot, a multimedia hub that aimed to attract visitors to the events and make The Spot come to life digitally.
IN THE WEEKS PRIOR TO THE EVENT, RAVA FILMS created 2 viral video ads that aimed to spread the word about the upcoming shows, inform the public of the line-up, generate buzz among fans, attract large volumes of attendees to the event and gain high impressions on The Spot microsite.
The Spot microsite also intended to maintain high numbers of impressions and draw 1-time attendees into the spot again. To reach that objective, RAVA FILMS devised creating 18 short video profiles including interviews with performing artists and excepts from their shows that would be updated throughout the duration of the microsite and draw more traffic and interest to the event.
The last phase of this production was creating an event-recap that was intended for internal company promotion and to market the success of The Spot event. The result was a video that includes animated motion graphics and excerpts of all the spot event elements, with a strong emphasis of consumers drinking and enjoying Heineken, the sponsoring brand.
AND THE RESULTS WERE:
21 original videos
2 viral video ads
12,195 Unique video plays
115 hours of video watched on microsite
Videos embedded 38,500 times in other websites
Videos helped microsite reach and 137,000,000 impressions
1 recap used for internal company promotion