Why Lost is the New Found: How Heineken and Jeep are inviting us to get lost in very different ways

Heineken’s Voyage Ad, currently playing on a cinema screen near you

so last night I enjoyed a cheeky Sunday night trip to the cinema with Connerty, Jez and Fingers to see Brad take on the zombie apocalypse – which you’ll be happy to hear he did magnificently. before the action started however the above effort for Heineken played out. its a great ad – if slightly indulgent (btw if you think the 60″ is indulgent check out the ‘exclusive version’).

all of which is all very well and indulgent, and good on Heineken for the effort … but at the end there’s a blink-and-you-miss-it call to action directing you to www.heineken.com/voyage alongside the copy ‘legendary travelers wanted’. so having literally been called to action and after a few seconds of digging today I tracked down – via said website – another website entirely … a branded YouTube channel in fact, called Heineken Dropped:

heineken_dropped_youtube

… a content-generating, exclusive-experiencing, PR-generating platform of a thing in which guys (the site is quite clear on this aspect) are ‘dropped’ in the middle of nowhere.

adventure, of course, ensues – as evidenced by the trailer for episode one

and then in one of those frequent ‘wait for a bus’ moments I was catching up with the awesome James’ Media in Brief document from Friday (Volume 2, Issue 18 to be precise), the video of the week in which was only this little effort for Jeep by Leo Burnett Buenos Aires:

so within 24 hours a beer and a car brand both inviting me, in two very different ways, to get lost. Heineken through a competition to experience an exclusive adventure in the middle of nowhere and Jeep through a GPS that takes me on my very own individual trip to, well, the middle of nowhere.

what’s interesting (to Mediation at least) is how one territory can be explored through two very different and contrasting media models. one exclusive, the other open to anyone (presumably with a GPS and a four wheel drive) … one fulfilled through content and the other through technology … one in which nowhere is idealised and the other in which nowhere is radically accessible … and one which operates at the head of Anderson’s Long Tail and the other which thrives in the tail.

in a post far back in the mists of time (July 2009 specifically) I described the need to think about audiences with a new lore of averages.

“when we describe target audiences we should be thinking of them as sitting along the above spectrum.  how do we plan on one hand for the very few but valuable super-attention givers from whom a lot of the effectiveness of the media investment will derive?  whilst on the other hand plan for the ‘mode’ individuals, the vast majority who will contribute the smallest amount of attention to what we have to say?”

what’s interesting is how these two platforms operate exclusively against each: Heineken creating content to be distributed to the passive massive along the tail, Jeep inviting individuals to experience nowhere for themselves. neither is, I suppose, more right than the other … but I can’t help but wonder what they have to learn from each other?

how could Heineken enable more participation in their Dropped platform, and how could Jeep amplify the individual experiences of finding nowhere to maximise reach of their investment? after that I suppose that there’s only one question … how would you prefer to get lost?

One response to “Why Lost is the New Found: How Heineken and Jeep are inviting us to get lost in very different ways

  1. …and ‘found is the new search’…Chris, great post! Just wondering if adding my slightly flippant opening (but I do mean it) then in the context of edited choice and curation there is a potential build for brand comms stratergies? Meet you at the Duke for a Guiness and gas session 😉

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