Heineken is unveiling the details of its Open Your Summer program, designed to reward and build on the excitement of summer’s celebrations through a 360 degree activation at retail and on-premise from May through July.
To kick off the program, Heineken is unveiling six, limited edition bottles inspired by the global cities they represent – New York, London, Berlin, Amsterdam, Rio and Shanghai. From May 1st through July 4th, every Heineken lager pack featuring the City Bottle labels will feature an under-the-cap code, giving retail shoppers the chance to win amazing top-tier grand prizes as well as occasion relevant daily prizes when they visit heineken.com and enter their code.
On-premise patrons can participate by entering unique code words featured on Open Your Summer POS displayed in participating accounts. Winners will select between a variety of daily prizes that elevate their summer gathering occasions including Mini Big Green Egg, Jambox, Mophie and many more season relevant prizes. Every code entered also automatically places them into a grand prize sweepstakes for a trip to one of six destination trips that correspond to the cities featured on the limited edition bottles. Grand prize winners will be selected in waves throughout the promotion period.
“People love being outside during the summer and surrounding themselves with family and friends,” says Jonathan Simpson, senior director commercial marketing, Heineken USA. “Research shows that men prefer to spend a summer’s evening outdoors and enjoy entertaining significantly more than the general population (millennials 40% more; Gen X’ers 24% more). They embrace every opportunity to socialize and the brands they purchase for entertaining are often influenced by promotions and special pricing.
“Heineken’s Open Your Summer promotion taps into the energy and excitement of summer’s casual gatherings and provides our retail and on-premise partners with a robust program that will engage their customers, increase their register rings and keep them coming back for more,” he adds.
Targeted TV and digital advertising, traffic-stopping retail and on-premise POS materials including expandable, scalable display pieces and channel specific IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) will encourage consumers to engage with Heineken for a chance to win prizes that instantly upgrade their summer entertaining.
Look for details of Savor Your Summer, Phase 2 of Heineken’s Legendary Summer Promotion in the months to come.