News & Views

Heineken / The Candidate

by Contagious Team

Beer brand makes internship applicants go the extra mile

Dutch premium beer brand Heineken went to extreme lengths to find the most suitable intern for its events and sponsorship team. 

A three-minute video, called The Candidate, shows job hopefuls undergoing a rather unconventional interview process to demonstrate their personality. For example, the brand tests their willingness to assist the fire brigade during an emergency. 

Having conducted the interviews, Heineken posted the three most entertaining videos on an internal portal, where the marketing team voted for their favourite applicant. 

The most highly rated candidate, Guy Luchting, was invited to Juventus football club's stadium in Turin during a UEFA Champions League match, a competition that Heineken sponsors. Whilst he was performing another task (holding the giant competition banner in the centre-circle of the pitch) a video on the big screen announced that he had got the job. 

Heineken's job opening reportedly attracted 1,734 applicants, and the video itself has attracted 816,000 views in three days.

Contagious Insight    
Internships have become the norm when it comes to securing jobs for recent graduates, and this video is likely to bring a smile to people's faces who have sat through tedious interviews before.

It's also an entertaining demonstration of Heineken's culture and approach, and refreshingly pushes branded content beyond the traditional remit of product placement and sponsorship. Heineken, of course, have mastered these sorts of entertaining videos - with previous virals such as 'The Auditorium' and 'The Real Master of Intuition' clocking up millions of YouTube views each. Head to the brand's YouTube channel (link below) to remind yourself of these campaigns. 

It's also nice to see the brand involving current Heineken staff members in the process, by giving them the opportunity to vote for the person they deem most suitable. This, in turn, reflects well on the company, and their broader recruitment objectives.

This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed contact