Heineken USA Relaunches 'What's Your Play?' Program

Heineken USA will once again launch its "What's Your Play?" portfolio retail program, in an effort to help consumers gear up for the end of this year's football season.

Slated for Jan. 1 - Feb. 28, the program kicks off with a Twitter sweepstakes, in which portfolio brands will ask fans to "share their best plays for life's days challenges," tagging the @WhatsYourPlay handle. Participants will have a chance to win prizes and receive a digital coupon.

The campaign will be supported by in-store POS materials, cross-merchandising offers, as well as IRCs and MIRs offering discounts on chips, dips and deli platters. Heineken will also incorporate strategic digital partnerships with mobile apps like Ibotta and Yelp.

“Men aren’t looking for a beer that says they’re an expert on football,” said Ralph Rijks, the brand's SVP of marketing. “In fact, the Heineken drinker loves the opportunity for a get together with friends that the game provides as much as the game itself. The What’s Your Play? program inspires men to choose Heineken USA's premium import brands to share with friends and elevate their game day experience.”

The relaunch of "What's Your Play?" is driven by the success of last season’s program, which saw substantial shopper impressions and a 1 percent lift across the portfolio, the company said.