Grade B13 sourcesHIS-00205
Heineken Worlds Apart
Campaign · 2017 · Notable
Heineken's social experiment drew 10,401,610 YouTube views by early May.
Spread Score
How it worksNumbers
- Reported campaign reach; measurement scope undefined
- 2B
- Self-reported · Directory / Direct New Ideas
- Seed to peak
- 2 weeks
- Apr 20 ’17 to May 5 ’17
- Platforms
- 5
- Started on YouTube
- Origin
- Mixed
- Food & beverage
How it spread
Trace the originHeineken released a film of strangers discussing opposing beliefs over beer. Twitter users shared it and press compared it with Pepsi’s withdrawn ad. Paid promotion followed organic sharing, and the Human Library partnership added public events.
11 more events on this chart
Join free to see themTimeline (14)
April 2017
London Evening Standard press · Apr 20 ’17
The Evening Standard embedded the film and described the Human Library partnership.[3]
Human Library Organization owner response · Apr 23 ’17
Announced the partnership and invited readers to future UK conversations, including Wilderness Festival.[13]
Changelogupdated Oct 12 ’26
- Added: 13 events, 12 sources · Score 50
Spread the same way
New cases, every week
How the next thing spread, the week it does.