The campaign comprises the introduction of limited-edition packaging as well as a series of digital campaigns that will eventually activate the country's largest dance celebration with 500,000 fans and celebrities, on 31 December with the New Year's eve countdown.
2013 marks Heineken’s 140-year anniversary as a company and the global celebration kicked-off with the launch of a light installation illuminating its home at the Heineken Experience in Amsterdam early this month. The installation features 5000 LED-lit Heineken bottles combining to form a digital video screen.
In Vietnam, Heineken invites everyone to join in with what is billed as the country’s largest dance celebration. Fans can visit the brand's Facebook page to vote for their favorite moves among those of 140 celebrities. The move receiving the highest number of votes will be chosen for a ground-breaking dance celebration on New Year's Eve. At Nguyen Hue Boulevard, the brand has set up high stages, linked to each other by flyover bridges, and has replaced the usual streetlights with Heineken green.
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