Heineken

Heineken’s Plug Into Summer campaign is an example of an in-pack promotion supported by multi-channel (mobile and online) execution.

Opportunity

Heineken sought to increase sales of 12-count bottle packs at retail, nationwide.

Solution

The Plug Into Summer campaign was created to motivate customers to buy more Heineken in the hopes of winning MP3 downloads, along with limited edition merchandise and tickets to music events. PIN codes for the MP3s were placed under bottle caps with 1-in-9 caps as winners. On-pack messaging was printed on the 12-pack bottle packs, and winners were able to text their winning code to a shortcode or go to www.heineken.com to redeem it for music. A Heineken Plug Into Summer branded MP3 store was designed on Neurotic Media’s platform, which hosted the download solution, facilitated PIN code redemption and handled the MP3 delivery. Neurotic Media also managed all reporting on the back-end for the brand and the content owners.

Result

Excitement at the consumer level for a great music promotion – and increased sales of Heineken.