Heineken® is one of the best-known brands in the world. But the company behind it, HEINEKEN (in capitals!), produces and sells more than 250 brands in over 70 countries. ILUMY worked with the global communications team and our partner Flickering Wall to help make sure all 81.000 employees are engaged with the HEINEKEN strategy and share their own stories.
How? By developing HEINEKEN Green Room, a social-video platform exploring global themes, such as ‘Brew a Better World’ and ‘Cool Marketing & Innovation’. Whereas in many multinationals these kinds of themes are communicated top-down, HEINEKEN is taking a novel route. It is asking employee reporters on the ground in various countries, working in diverse roles on different brands, to show how they translate these themes into concrete plans and actions – using a variety of mediums including videos, blogs, photography and illustration.
In another novel twist, Green Room is not just for HEINEKEN employees. Leading the way in a new trend, Green Room fuses internal and external communications. HEINEKEN recognizes the need for transparency to be a partner in the communities it operates in. So most content is freely available to the outside world. That means you can have a look at Green Room yourself: GreenRoom.heineken.com. The challenge for ILUMY was to make the public content easily accessible, while ensuring confidential content was securely restricted to employees only.
A third communications novelty facilitated by Green Room is employee advocacy. HEINEKEN is counting on its employees to tell the company’s stories, not only to business partners, but also to friends and relatives. For this, Green Room features advocacy cards: bite-sized information about brands, country operations, sustainability and ‘the positive story of beer’. These fact cards can easily be looked up during conversation, or shared on social media.
Streaming all over the world
All these innovations come together on Green Room. It provides a visually attractive and user-friendly interface, built on the robust Plek Media Engine, which also underpins our social-intranet platform Plek. Streaming videos to thousands of people all over the world, on devices ranging from desktops and tablets to smartphones, was a challenge. The Plek Media Engine provides top-notch hosting in a redundant private cloud and on-the-fly video rendering in various resolutions. And then we had to make everything work on Internet Explorer 8 and Windows Mobile, too…
The Plek functionalities built into Green Room make it easy to upload videos, advocacy cards, photo stacks, and articles, both for employee reporters and editors. HEINEKEN global communications can track usage in detail, including per country and per device. From this we glean that tablet use is most prevalent in Nigeria, and that Tuesday between 3 and 4pm is the most popular time to be on Green Room.
The ILUMY project team is proud to have delivered Green Room to HEINEKEN on time and to budget. And what better way to celebrate than with a nice cool Heineken®: