Heineken Streaming Bar: Golden Lion-winning case study at Cannes 2025
How TRINCA structured an unprecedented digital journey connecting entertainment and real-time conversion within iFood.
In the launch campaign for the Senna series on Netflix, Heineken and iFood teamed up to create an activation that connects entertainment and consumption in a single journey. In this context, TRINCA acted as a strategic partner in the conception and development of the digital experience, helping to transform a traditionally passive moment—watching a series—into a new transactional touchpoint, where content and consumption happen in an integrated way.
Turning attention into action without breaking the experience
The core challenge was to build a fluid journey between different platforms and moments in the experience, connecting the impact within Netflix to the conversion in the iFood app. It was necessary to balance the stimulus to action with respect for the content consumption context, avoiding any friction or disruption that would compromise the user experience.
Additionally, there was the extra complexity of translating an episodic interaction (the QR code moment) into a continuous journey with conversion potential.
Creation of a new consumption dynamic integrated with entertainment
TRINCA was responsible for designing and developing the interactive experience inside the iFood app, structuring the entire journey between the QR code scan and the completion of the purchase.
The solution connected the moment shown in the series to a guided experience, with an interactive bartender video leading the user to the selection of Heineken products. This flow involved building an end-to-end experience logic designed to reduce friction, maintain the campaign context, and facilitate decision-making, creating a natural transition between content and consumption.
Global recognition and impact on how brands are activated
The activation consolidated a new campaign format, where content is no longer just for awareness and begins to act directly as a conversion channel. The project increased audience engagement, expanded the campaign's relevance, and opened up new possibilities for integration between entertainment and e-commerce.
“TRINCA is a very ambidextrous company, building solutions that do not yet exist, through technology and thinking about an end-to-end ecosystem.”
Larissa Albuquerque - Business Solutions Manager at iFood
The impact and innovation of the initiative were internationally recognized with the Gold Lion at Cannes Lions 2025, positioning the case as a global reference in interactive and commerce-driven digital experiences.
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