Heineken Go Places

Objective

Heineken aimed to attract talent to over 1,000 job openings across its 250 brands in 70 markets through an innovative employer branding campaign. Rather than a traditional recruitment push, the company created an interactive experience designed to engage job seekers, introduce them to Heineken's culture and values, and encourage applications through a compelling, personalized gameplay experience.

Solution

Go Places was an interactive interview experience that asked players personalized questions to reveal their professional strengths and fit within the organization. The standout technical feature was real-time localization: the interviewer's watch displayed each user's local time, while video content dynamically incorporated region-specific beverages and foods based on geolocation. Players were guided through a 5+ minute interview with a minimalist interface that blended film and interactive web elements. The campaign was distributed via LinkedIn and Facebook as a direct talent acquisition tool, connecting users to job opportunities.

Results

The Heineken Go Places campaign achieved over 300% more LinkedIn job applications than previous recruitment efforts and reached potential candidates across Heineken's global portfolio of 250 brands in 70 countries. The campaign won industry recognition at The FWA, Awwwards, SpinAwards, and Eurobest, with prominent press coverage in Adweek, Campaign UK, and other publications highlighting it as exemplary employer branding.