Heineken Wisdom Wall
Mobile-Social Media Engagement Platform
Mobile-Social Media Engagement Platform
While at MSLGROUP Americas, I conceived and lead development of the Heineken Wisdom Wall social media initiative forHeineken USA to engage consumers who are already active in social media and getthem taking about, and sharing, their wisdom.
The hub of the Wisdom Wall is a microblogging application that lives on a Facebook Fan Page, and is integrated with digital signage at events via text messaging and a mobile website.
This virtual Wisdom Wall provided the brand with aneffective way to link both real-world and digital programs while providinguseful content and social currency for the brand’s target market, and was integrated into over a dozen Heineken sponsored events.
Twoversions of digital display, Featured and Feed, mobile site, Facebook application, and tablet optimized inputinterface for Heineken brand ambassadors to use at events.
The Wisdom Wall Facebook app was the first branded Facebook application that was designed for mobile web browsers. It supported multiple levels of content moderation andfiltering (both automatic and manual).
It was also the first site by a major spirits brand to use Facebook for age-gating.
Also,the text messaging integration for live events was facilitated via the MSLGROUP short code (87812). SMS messages were used to link user generated content to the sender's Facebook account. Messages were diplayed on flatscreens in the Heineken Lounge at events, and on larger screens on the even stage.
The Heineken Wisdom Wall platform was designed to be a word of mouth media engine for the brand.
