Google and Heineken have broken new ground with a global marketing agreement which will see the search giant offering digital agency-style services to the beverage giant.
Google breaks new ground with Heineken multiplatform marketing deal
Friday, July 01 2011 by Steve Swallow
Heineken is partnering with Google to coordinate a new global managed emarketing campaign to promote the beverage group’s various brands.
The two companies will work together over 20 markets, collaborating on projects across YouTube and website promotions targeted in countries where mobile internet has become more pervasive than desktop or laptop access.
Google will provide Heineken with consultancy services, which has no doubt caused concern among internet consultants that are already working with the beverage giant.
However, as EConsultancy’s Patricio Robles notes on the firm’s blog, this deal has not marked the end of relationships with digital marketing agencies.
He suggests that agencies should be a little concerned about the strategic implications of Google moving into their operative sphere – effectively offering the services that they have historically provided clients with.
Heineken chief commercial officer Alexis Nasard explained: “The opportunity exists to build on our successes and continue to provide adult consumers with exciting and compelling content.
“The key part of our strategy is to keep breaking grounds in beer communication, ignite the digital conversation and connect with our consumer in innovative ways.”
This special access to Google’s expertise is contingent on Heineken committing to a minimum amount of advertising investments across Google sites.
Speaking to the Financial Times about the deal, Citigroup media analyst Thomas Singlehurst suggested that this is the first time fears about Google moving into this sphere have become a reality.
However, he noted: “In as far as agencies can provide [a data aggregation] service, there is still arguably a place for them.”
Heineken has had major success online with campaigns in the past – so it is little surprise the brand has undertaken such a huge commitment.
The drink group’s first YouTube campaign, Legends, achieved nearly four million hits globally during the first three weeks of the release of its first installment, The Entrance.
Living Streams “Improving clients’ profitability through better use of the internet”.
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