22.06.2009
Heineken taps mobile for multichannel promotion
Heineken and Heineken Light are using mobile as part of multichannel effort to get consumers to stock up on the beer this summer. The program will run from June to August in retail outlets nationwide and invites consumers to elevate their traditional summer entertaining by hosting a Heineken "Blok" Party. The mobile component asks consumers to enter to win a sweepstakes by texting GREEN to short code 49737. The sweepstakes will select two winners randomly on July 31. These individuals will win a block party for no more than 50 guests who are over the age of 21. The “Blok” Party prize includes live entertainment, top-notch catering and interactive leisure sports, giving them the ultimate "Blok" Party experience to be held in his or her neighborhood on or near Labor Day. The brewer will not be providing the block parties with beer. The retail value of each party is approximately $50,000.
Fonte: Mobile Marketer
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