Brief

• Summer
  The hottest season for music festivals in Taiwan.

• Heineken decided to bring the world’s biggest White Party Sensation to Taiwan. The first tour in Asia.
• How to draw the attention and participation from the Taiwanese music audience?

Discover

• We came across an interesting behavior among people online.
  People like to share their life experiences on Facebook and check their newsfeed photos.

Idea

• In order to welcome this magnificent white party.
  We decided to " Whiten " you!

Execution

• Whiten your Facebook cover!
  Announce the journey.

• Download the computer app or the mobile app.
  Become a follower.
• Continue until the last day and win Sensation tickets.
  Fully whitened!

Result

• Page Views：700,000

• Visits：200,000

• 1/3 of Taiwan received the event’s info through Social Media.
  It had the same distribution effect as a TVC.

• Eventually, 15.000 people joined Heineken’s White Party.
  Everyone open their world to become 100% Whitened.