Monday, June 22, 2015

Heineken – A Marketing Update



Blink:
Back in 2012 I first posted about Heineken’s utilization of MTP (Multiple Touch Points). Thanks to a new mobile app, once again they are ramping up their strategic marketing initiatives courting Millennials.  
                                                        
Read On:
The hub of Heineken’s new marketing movement is their proprietary BrewLock technology which is a new way to dispense beer – the highest quality draught beer on the market.  Consequently they developed a new mobile app that enables their target audience (Millennials) to view a 3D demonstration of their new technology and locate bars via geolocation that are utilizing BrewLock.  In addition, they added a gamification element to the app, the Unlock BrewLock game for participants 21 or older. The grand prize is a trip to Amsterdam.  Smart MTP marketers Heineken!  They recognize that on-the-go Millennials are surgically attached to their smartphones thus have created a fun, engaging app that delivers relevant content and enhances the overall Heineken brand experience. 

Let’s raise our chilled mugs to Heineken.  Cheers!


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