On Valentine’s Day, Cupid doesn’t always seem to be on your side – and if you’re not careful, the day can end up carrying quite a sting. So for some forgetful lovers in the US, Heineken stepped in to be a brilliant wingman.
This year the beer brand ran a simple service for the disorganised amongst us, inviting Tweeters for a chance to bag last-minute tables at restaurants in New York, Los Angeles, Chicago and Miami. The #tweetforatable campaign stepped into the breach for those lovers on the brink of humiliation on a busy Feb 14th, and it managed to create quite a lot of its own buzz – mostly from sadists watching on. The idea of assuming inventory and acting as a broker for distribution is a phenomenon that has been professionalised in various industries, most notably air travel – so we like the idea of brand’s extending this into other demand-led industries.
For Heineken, it’s another step on a much wider mission to position itself, one little gesture at a time, as the friend of beer drinkers everywhere.