Focus on customer experience.
@heinekenbr used Promoted Tweets to encourage customers to go on an adventure and explore the city in a new way. People who used the hashtag #OpenSP received exclusive tips of nearby places of interest in São Paulo, such as restaurants, music and art. This helped Heineken become even more relevant to its consumers. @heinekenbr also transformed city clocks into Wi-Fi hotspots with the message: “Use our Wi-Fi and explore São Paulo. #OpenSP,” so customers could easily Tweet and receive information in real time.
Use tailored audiences to optimise your audience.
@heinekenbr used tailored audiences to extend the reach of its message. It targeted people living in São Paulo, who enjoy travelling to big cities, value exclusivity and seek new adventures — all traits that connect with @heinekenbr’s brand DNA. To engage with a receptive audience, @heinekenbr targeted a range of keywords, including “restaurant”, “bar”, “show”, “museum” and others. Targeting based on interests, such as music and radio, travelling, food and drink, sports and films and TV allowed it to get in front of people most likely to care about the brand.
Offer content in real time.
@heinekenbr generated excitement by inviting users to explore São Paulo. People who Tweeted with the hashtag #OpenSP instantly received the names of nearby bars, restaurants and other attractions. These tips were created by specialists and sent to users through geolocation resources. @heinekenbr continuously customised its creative content through Twitter’s real-time monitoring to further drive results.
With Twitter, we transformed conversation into experience. One of its best features is the way we can easily track and measure customer interaction, delivering relevant content. Also, Twitter offers great potential to generate spontaneous media.