Microsoft > Case Studies > HEINEKEN Uses the Cloud to Reach 10.5 Million Consumers

HEINEKEN Uses the Cloud to Reach 10.5 Million Consumers

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 HEINEKEN Uses the Cloud to Reach 10.5 Million Consumers - IoT ONE Case Study
Technology Category
  • Infrastructure as a Service (IaaS) - Cloud Storage Services
Applicable Industries
  • Food & Beverage
Applicable Functions
  • Sales & Marketing
The Customer
About The Customer
The Challenge
For 2012 campaign, the Bond promotion, it planned to launch the campaign at the same time everywhere on the planet. That created unprecedented challenges for HEINEKEN—nowhere more so than in its technology operation. The primary digital content for the campaign was a 100-megabyte movie that had to play flawlessly for millions of viewers worldwide. After all, Bond never fails. No one was going to tolerate a technology failure that might bruise his brand. Previously, HEINEKEN had supported digital media at its outsourced datacenter. But that datacenter lacked the computing resources HEINEKEN needed, and building them—especially to support peak traffic that would total millions of simultaneous hits—would have been both time-consuming and expensive. Nor would it have provided the geographic reach that HEINEKEN needed to minimize latency worldwide.
The Solution
With Azure, HEINEKEN didn’t have to invest in managing servers, so they could focus on delivering the most successful campaign. To help deliver that successful campaign, the company used the Azure Content Delivery Network to make the digital content available quickly, reliably, and globally to 10.5 million consumers.

Futhermore, to meet 2013 campaigns requirements, HEINEKEN expanded its use of Azure from one datacenter to four—one each in Europe and Asia, and two in the US—gaining geo-redundancy and low latency. Data was stored in Azure Table Storage for asynchronous updates. The storage was structured with 10,000 partitions—up from 10 initially—for the requisite scalability. HEINEKEN developed the solution using Microsoft Visual Studio 2013. The architecture was tested with a Visual Studio load-testing cluster to generate the load and test the application without testing the Internet. Microsoft Services consultants helped develop and load-test the solution, and resolve performance issues.
Operational Impact
  • [Data Management - Connectivity Stability]
    HEINEKEN used Microsoft Azure to achieve 100 percent reliability on a massive scale.
  • [Efficiency Improvement - Communication]
    Microsoft Azure minimized the latency which enabled real-time game playing features.
Quantitative Benefit
  • Latency rates ranged from 7 milliseconds to 535 milliseconds, with typical rates clustering between 200 and 300 milliseconds.
  • The platform exceeded its service-level agreement with good performance in the UCL campaign, supporting 2 million gameplays per hour and with capacity for more than 40 million players in all.

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