Heineken Heads to Cities for Summer Program

This summer, Heineken is bringing back its 360-degree Cities program intended to inspire LDA+ consumers to “break from their usual routines and make the most out of their cities” every time they grab a Heineken, according to a press release.

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Promotional material for Heineken’s Cities summer program

Heineken will once again feature a limited run of city-specific bottles throughout summer 2015 in 14 select markets, 5 global cities and 9 U.S. cities, including New York, Las Vegas, Los Angeles, Miami, Boston, San Francisco, and Honolulu.

From Memorial Day through Labor Day, shoppers can scan any limited-edition Heineken City bottle — as well as Heineken Lager, Heineken Dark and Heineken Light bottles — using Blippar, an augmented reality app, to be entered in a sweepstakes to win a trip to one of the program’s 14 featured cities, or other daily rewards.

To support the program, targeted TV advertising in both English and Spanish language executions along with shopper targeted digital media — including Ibotta, Brand.net and Blippar — will help build awareness, while driving shopper traffic to participating retail outlets through relevant content and modern interactive experiences.

In store, Heineken is partnering with 7-Up to expand program reach and drive incremental sales of both beverages. Dual branded display and POS elements along with cross merchandising offers will “interrupt shoppers and encourage cross category purchase,” according to the companies.

On-premise, Heineken is partnering with Tabbedout in select markets. The Tabbedout app allows patrons to open, split and pay their bar tab and provides special offers directly through patron’s mobile devices. Throughout the program, Heineken.com will be the campaign hub, while social activity on Facebook and Twitter will encourage engagement and maximize program reach.

Heineken Cities promotion runs May 1 through Sept. 30. For more information, contact your local Heineken distributor.

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