Heineken film takes the web by storm

A short film called "The Entrance" has become a huge marketing success for Heineken after it went up online.

Heineken claims that the film clip has generated almost four million hits since being posted on YouTube and Facebook three weeks ago.

It is due to appear on television and cinema screens over the coming weeks.

Created for the Dutch brewery by the advertising agency Wieden & Kennedy, the film depicts the “ultimate party entrance”.

Heineken said that the campaign’s tagline – “Open your world” – would “convey the brand’s worldly, open-minded and confident personality”.

The campaign will continue with “more intriguing films and surprising ways to engage its consumers in the coming months”, said Heineken.

Laura Pullman, 19.01.2011