Heineken has officially launched its first global responsible drinking campaign titled ‘Know The Signs’, to create greater self-awareness amongst Heineken drinkers.
Through global research Heineken has learnt that people tend to transform into one of 5 embarrassing characters or alter-egos on a night out, and that although they might reluctantly admit it for themselves, they definitely see the transformation in their friends. These characters have been identified as: The Crier, The Fighter, The Sleeper, The Exhibitionist or The Groper.
To create intrigue around the launch of the campaign, an entertaining ‘Hollywood-style’ trailer has been created to introduce the campaign concept and a few of its characters.
The website on www.KnowTheSigns.com is the focus of the campaign. Here you can interact with the campaign message and enjoy learning the signs of when someone has had that one too many drink.
To turn your friends into one of the Know The Signs characters you can use the Embarrassment tool, a unique 3D engine, by uploading their photo and sending them a personalized message.
With the Know The Signs widget, available for Facebook (http://www.facebook.com/apps/application.php?id=27097508820), MySpace (http://www.myspace.com/knowthesigns) and Netlog (http://ro.netlog.com/apps/knowthesigns), it’s possible to share how you think your friends behave on a typical night out.
This is my first English post, it´s only a test.