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VIDEO: Successful beer marketing, without the beer

How Heineken uses unusual promotion to get eyeballs on its brand

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There's more beer in this photo than in most of Heineken's 'Dropped' series
There's more beer in this photo than in most of Heineken's 'Dropped' series - (Thinkstock)

Heineken's 'Dropped' series takes people far from home and exposes them to new environments. The videos hardly include any mention of Heineken or beer, but that's not preventing them from gaining attention.

Heineken isn't filming close-ups of ice-water drenched beer bottle being passed around on a hot summer day, at least not in their most recent marketing campaign.

The schtick? People from all around the world are plucked from the comfort zones by Heineken and dropped in strange, faraway places with little or no indication of what's next.

And it's working.

'Dropped' calls YouTube its home base, and features only 24 videos. But the video account has more than 6,000 followers, and its videos have hundreds of thousands of views.

Sometimes, you have to get away from your product, or even your core message, to reach a broader audience.

What do you think: is it worth the effort and the money to leave out the beer and spread the brand name and the sense of adventure they want associated with Heineken?

Let us know in the comments.

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