Heineken Streaming Bar: case vencedor do Leão de Ouro em Cannes 2025
Como a TRINCA estruturou uma jornada digital inédita conectando entretenimento e conversão em tempo real dentro do iFood.
Na campanha de lançamento da série Senna, na Netflix, Heineken e iFood se uniram para criar uma ativação que conecta entretenimento e consumo em uma única jornada. Nesse contexto, a TRINCA atuou como parceira estratégica na concepção e desenvolvimento da experiência digital, ajudando a transformar um momento tradicionalmente passivo, assistir a uma série, em um novo ponto de contato transacional, onde conteúdo e consumo acontecem de forma integrada.
Transformar atenção em ação sem quebrar a experiência
O desafio central era construir uma jornada fluida entre diferentes plataformas e momentos da experiência, conectando o impacto dentro da Netflix à conversão no app do iFood. Era necessário equilibrar estímulo à ação com respeito ao contexto de consumo de conteúdo, evitando qualquer fricção ou interrupção que prejudicasse a experiência do usuário.
Além disso, havia a complexidade adicional de traduzir uma interação episódica (o momento do QR code) em uma jornada contínua e com potencial de conversão.
Criação de uma nova dinâmica de consumo integrada ao entretenimento
A TRINCA foi responsável por desenhar e desenvolver a experiência interativa dentro do app do iFood, estruturando toda a jornada entre o scan do QR code e a finalização da compra.
A solução conectou o momento exibido na série a uma experiência guiada, com um vídeo interativo de bartender conduzindo o usuário até a seleção de produtos Heineken. Esse fluxo envolveu a construção de uma lógica de experiência pensada ponta a ponta e foi desenhado para reduzir atrito, manter o contexto da campanha e facilitar a tomada de decisão, criando uma transição natural entre conteúdo e consumo.
Reconhecimento global e impacto na forma de ativar marcas
A ativação consolidou um novo formato de campanha, onde o conteúdo deixa de ser apenas awareness e passa a atuar diretamente como canal de conversão. O projeto aumentou o engajamento do público, ampliou a relevância da campanha e abriu novas possibilidades de integração entre entretenimento e e-commerce.
“A TRINCA é uma empresa muito ambidestra, construindo soluções que ainda não existem, através da tecnologia e pensando em um ecossistema end-to-end.”
Larissa Albuquerque - Business Solutions Manager at iFood
O impacto e a inovação da iniciativa foram reconhecidos internacionalmente com o Leão de Ouro em Cannes Lions 2025, posicionando o case como referência global em experiências digitais interativas e commerce-driven.
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Vamos construir a solução ideal para o seu negócio.