‘Genius’ brand in our Digital IQ Index: Heineken partnered with Tribeca Film Festival this year to give its 35,000 Twitter followers a chance to direct a film. Fans were invited to pitch a 115-character idea for a 15-second movie and tweet it with the hashtag #15secondpremiere. Heineken announced the winner (Dennis Lazar @awsommovieideas) on Twitter, whose pitch was “They clone Abe Lincoln’s DNA and name the clone president for life…except there’s one problem: the clone is evil.”
Heineken hired a director to produce the top entry (selected based on originality, creativity, and retweets) into the short film titled Linclone, and aired it this week at the Tribeca Film Festival. Behind the scenes videos are posted to the Heineken YouTube channel. The promotion was a success, with 2,000 tweets with the hashtag and 850 eligible entries.
Heineken has been an active producer of short and long-form video. Its YouTube channel is one of the top three channels (alongside Budweiser and Bud Light) among brands in our Beer Index. It recently supplemented a 30-second commercial with a 45-minute behind-the scenes movie about the production process. Its Vine channel is one of the most active with more than 900 fans. These efforts have brought the brand a strong social following; its 17,000 Facebook fans (surpassing all brands in the Index) is just one example. And the Tribeca partnership exposed Heineken’s filmmaking efforts to a broader audience than its online fans.