Heineken:
#80kmtospace
Case Study

Task

Create an activation that will find the three Bulgarian men most worthy of winning a SPACE TRAINING in NASA’s headquarters in Houston, Texas.


Insight

Space is actually only 80 kilometres above the ground. And whoever manages to go over that distance is recognised as an astronaut by NASA.


Challenge

Those who manage to go over 80 km and become astronauts in their own right will win the trip to Houston.


Solution

We created the 80KMTOSPACE app for iOS and Android.

It allows users to track and save any vertical distance they cover.

We challenged all Heineken fans to start reaching new heights and to collect pictures of their progress. The first three to reach 80 kilometres would win the big prize.

Mobile App

Website

All the pictures our users uploaded were collected on 80KMTOSPACE.com – where everyone could browse, share and comment on them.

Hitchikers

During the summer, we were challenged to reach our audience where they were likely to be – on the road to the seaside. We used a new media channel – hitchhikers, to spread the word about the campaign. 20 Heineken hitchhikers were spread along the high-traffic roads in Bulgaria. Over 500 cars stopped and learned about 80KMTOSPACE.

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PR Activity

To tell Heineken fans about 80KMTOSPACE, we challenged Kiril Nikolov “Disl”, world vice-champion in Mountain Orienteering, to climb up the tallest buildings in Sofia and to collect 1KM using our app in less than two hours.

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Results

2025 downloads of the 80KMTOSPACE app for iOS and Android.

1446 active participants in the challenge.

89KM: the distance above sea level reached by the winner.

490KM total vertical distance, reached by all participants.

69 PR Publications about the 80KMTOSPACE Campaign.

Gold, FARA 2014

Digital Campaign

Gold, FARA 2014

Interactive Campaign

Gold, FARA 2014

Websites, Microsites & Mobile Applications

Silver, FARA 2014

New Communication Channels

Bronze, FARA 2014

Media Campaign