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Events & activationsOur role: Concept · Design

Helping Heineken’s partner bars sell more, one spin at a time.

Heineken wanted to help its partner bars sell more over the festive season. Inspired by degen culture, we gave Santa a glow-up with a simple mechanic: spend, spin, win. A digital jackpot concept with instant gratification and customised prizes.

The goal

In trade marketing, Heineken is always looking for ways to help the bars that pour it sell more. For the festive season, the goal was to drive engagement and spending inside selected partner bars, without a standard holiday campaign.

The idea

Inspired by degen culture, we gave Santa a glow-up. Santa’s Takeover turned the bar into a festive jackpot: spend, spin, win, with instant gratification and customised prizes.

The Santa’s Takeover jackpot design, in Heineken green, inside a partner bar
The jackpot. A Heineken-green jackpot designed to fit in with the bar and stand out from it.
01

Spend, spin, win

One simple mechanic, so the reward lands the moment guests play.

SpendGuests spend at a partner bar.
SpinThey spin the digital jackpot.
WinInstant gratification and customised prizes.
In the bar. Guests taking their spin.
Guests trying the Heineken jackpot
Play. Up close with the jackpot.
A guest at the Santa’s Takeover jackpot
Spin. One pull, instant result.
02

Santa, with a glow-up

The festive theme, carried from the bar window to the tree.

The window. Heineken’s star lights up the bar front, Santa’s Takeover style.
Heineken festive ornaments: “Christmas, only greener.”
The ornaments. “Christmas, only greener.”

Results

Bold, rewarding and unmistakably fun. Exactly how a festive campaign should feel.