White Plains, N.Y.-based Heinken USA will activate the latest version of its “What’s Your Play” retail program on Jan. 1, 2017, supporting Heineken, Heineken Light, Dos Equis, Tecate and Tecate Light beers, as well as Strongbow hard ciders, for game day celebrations.
The “What’s Your Play” retailer- and shopper-focused program, set to run through Feb. 28, 2017, will include football-themed point-of-sale (POS) materials, in-store and digital partnerships, and a Twitter-driven sweepstakes. Last season’s “What’s Your Play?” program delivered numerous shopper impressions and a 33 percent lift across the portfolio. Fans rallied behind the program to share their ‘plays’ to one-up their friends and be the champion of the game day party.
Cross-merchandising with premium snack and beverage brands also will support. On game days, Heineken’s brands will invite consumers to follow @WhatsYourPlay on Twitter and share their best plays for life’s daily challenges for a chance to win prizes and receive a digital coupon.
Influencers will help drive awareness of the mobile and text offer, driving to each of the Big Game activations on key social media channels. Heineken USA is incorporating eye-catching POS and strategic partnerships to drive traffic in store to get Heineken on the shopping list for the playoffs and the Big Game party. Consumers can save on a pair of six-packs or a single 12-pack, along with a cross-merchandised food or beverage item.
Instant redeemable coupons and mail-in rebates, where legal, will deliver shopper value and drive increased basket rings at retail. A microsite experience will give consumers access to sweepstakes details, recipe tips and compelling offers on party essentials including chips, dips and deli platters.