Heineken’s ‘What’s Your Play’ Program Challenges Shoppers

Heineken USA has rolled out an interactive program this football postseason to direct consumers towards upscale brands while increasing repeat purchases.

The What’s Your Play portfolio includes in-store point-of-sales (POS) and merchandising elements, cross-merchandising offers and a multi-prize, Twitter-driven sweepstakes.

Consumers who follow @WhatsYourPlay on Twitter can submit answers to questions posted every 20 minutes during weekend football games. Winners will receive branded prizes from the company’s upscale import brands, including Heineken, Dos Equis and Strongbow Hard Apple Cider.

Participants will automatically receive a bounce-back tweet with a mail-in rebate or instant redeemable coupon, helping drive repeat store traffic and incremental sales at retail (where legal). In store, 6-and 10-case stackers, expandable pole-toppers, eye-catching POS and channel-specific, cross-merchandising offers (where legal) are intended to provide shoppers with “confident, entertaining solutions,” including higher margin Heineken, Heineken Light, Dos Equis and Strongbow brands.

The program began Jan. 3 and continues through Feb. 1.

“Football’s ultimate showdown is a time when host and guest expectations are heightened for big game viewing parties,” said Jonathan Simpson, Director of Commercial Marketing, Heineken USA. “What’s Your Play gives shoppers the assurance they need to choose the upscale brands of Heineken USA and do game day differently. Our brands will elevate the consumer’s experience and impress party guests while generating more retail traffic, repeat purchase and incremental profits for retailers. Choosing Heineken USA brands is a win-win for everyone.”

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