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.
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!