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Web Profile

HeinekenMusic.ie needed to establish itself as a go to site for music lovers, to provide a platform for music fans to engage with the brand on an on-going basis.

With this in mind, the mantra Content is King became our reference point.  Regular editioral from music critics and DJs such as Alison Curtis and Dan Hegarty have proven to be a strong draw to the site. Along with embedded MUZU player featuring a vast collection of music videos. All of this is then backed up with interviews and content from 2FM.  These elements combined have increased the HeinekenMusic.ie’s stickiness, user dwell time and has developed a loyal readership.

Creative Execution

High impact homepage takeovers on age targeted sites such as MSN were used to reach a wide audience and create a strong visual affiliation to the HeinekenMusic site.

During Oxegen and Electric Picnic, 2XM videos of exclusive artist interviews were uploaded to the Heineken Music site and promoted through video ad placements across niche and broad reach sites.

Heineken Music also sponsored the Hot Press photo browsers post Electric picnic to draw people back to the site.

Target Audience

The campaigns aim was to reach 18-34 year old men, recruiting devoted music fans. This audience was targeted online through placements on niche music sites like HypeM.com, LastFM and Pitchfork.com.

Digital was the main touchpoint – however outdoor and press were deployed with visually strong and vibrant ads used in online.

Effectiveness

• An increase of traffic to Heineken Music
• Dwell times on ads in excess of 260 hours per rich media campaign
• Average click thru rate per campaign 0.45%

Related links:

• Heineken Music