HEINEKEN
Deadpool & Wolverine
The Challenge
Building on the success of the past partnership between Heineken 0.0 and Ant-Man and The Wasp: Quantumania, R&CPMK were tasked with finding Heineken a new partnership opportunity for its recently introduced Heineken Silver.
2.8B
Earned Media Impressions
87.6M
Viewers
$9.2M
Media Value
The solution
R&CPMK formed a global co-promotion with the film for Heineken Silver that consisted of an original TVC starring Deadpool & Wolverine, social and digital content, premiere sponsorship, sweepstakes, and earned media opportunities with film leads Ryan Reynolds and Hugh Jackman. Our team managed all talent and studio negotiations to secure the partnership, which has given Heineken an engaging promotion throughout the summer.
The impact
While the partnership is on-going, so far, its social content and sweeps have been the most efficient campaigns in reaching their targeted demographic.