In search of legendary travelers, Heineken released The Ultimate Voyage, a code redemption game designed specifically for mobile, allowing any on-the-go adventurer to play. Since any man of the world should have superb navigation skills, the game tests players' natural sense of direction as they travel to different cities around the world. The better their score, the higher chance players have to win the ultimate voyage to Space. Each game play is initiated by a unique code from Heineken packaging.

Launch the campaign
Published
October 2013
Topics

The Story

In search of legendary travelers, Heineken released The Ultimate Voyage, a code redemption game designed specifically for mobile, allowing any on-the-go adventurer to play. Since any man of the world should have superb navigation skills, the game tests players' natural sense of direction as they travel to different cities around the world. The better their score, the higher chance players have to win the ultimate voyage to Space. Each game play is initiated by a unique code from Heineken packaging.

The game was released in 56 markets and had to function on any smartphone or network speed, which meant HTML was the format best-suited to build the game. Despite the creative challenges this presented, The Ultimate Voyage still managed to push the boundaries of what is possible within a mobile browser. From an interactive and design perspective, the final product is a memorable experience for all legendary travelers, no matter where they are.

The Technology

The Results

The game tapped into the hearts of Heineken‚s men of the world, challenging them to prove they have the navigation skills only a legendary traveler could possess. And they stepped up; over 100,000 people played the game within the first six weeks.

100K+

Plays of the game in the first six weeks

56

Roll outs to different markets

Launch Date 3 July 2013