Heineken The Ultimate Voyage
Open the game- Brand
- Heineken
- Year
- 2013
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Quiz
- Platform
- Mobile web
- Agency
- Tribal Worldwide
- With
- Monks
Objective
Heineken sought to deepen brand engagement among adventure-minded consumers by launching a global interactive experience centered on travel and exploration. The Ultimate Voyage was part of Heineken's broader 'Legends' platform, designed to position the brand alongside aspirational journeys and legendary travelers. The campaign capitalized on the brand's association with adventure and social exploration, inviting consumers to test their skills for a chance to win an exclusive premium reward—a journey to space.
Solution
The Ultimate Voyage was a mobile-based navigation game built in HTML for cross-platform compatibility across 56 countries. Players accessed the game through redemption codes printed on Heineken packaging. The core mechanic challenged players to test their navigational sense while virtually traveling to different cities around the world, earning points based on their performance. Higher scores increased players' odds of winning the ultimate prize: a space voyage. The game was later expanded with a desktop version to broaden accessibility beyond mobile users.
Results
The campaign launched globally in July 2013 and reached 56 countries.
