Heineken Brings “The Date” to the Big ScreenSeptember 12, 2011
WHITE PLAINS, N.Y. – Heineken USA announced that “The Date,” the second film in the “Open Your World” campaign, will make its cinematic debut in theaters nationwide. The television debut for the full-length spot will appear during Sunday Night Football on NBC on Sept. 18, and 60-second and 30-second versions will air nationwide this fall.
The 90-second long-form film developed by Wieden+Kennedy New York is a high-energy story that follows the Heineken legend as he woos his stunning date on an epic journey. Extending the movie theme creative motif, Heineken USA’s cinema strategy will be accompanied by an out-of-home campaign promoting “The Date” in the style of blockbuster movie posters. The big and small screen debut follow the success of the campaigns’ online launch, where over 7 million viewers have tuned into YouTube to watch the film since its debut earlier this year.
“Many consumers have formed an emotional tie to the ‘Legends’ featured in ‘The Entrance’ and ‘The Date,’ and we wanted to continue to build this sentiment off-line in a meaningful way,” said Lesya Lysyj, Chief Marketing Officer, Heineken USA. “The ad’s high cinematic quality and character-driven story make the big-screen a natural extension to our marketing plan, and we think its confident, worldly hero will resonate well with an audience who is looking to be inspired and entertained.”
In support of its TV launch, Heineken also formed an exclusive partnership with the IFC Network to carry its larger-than-life theme over to the small screen. IFC Network will run the full, 90-second version of “The Date” beginning September 28. The network will also air “The Legendary Making of The Date” in full during its “Featured Feature” program, giving its film-savvy viewers an insider’s look into the commercial’s creation.
To view “The Date,” online, visit Heineken’s YouTube Channel here.