New York, NY – This summer Heineken is rocking its consumers with unparalleled access to the hottest live bands and music festivals. Heineken’s retail and on-premise VIP Access program inspires adult consumers to discover, explore and share new experiences centered around music, and provides retailers and on-premise accounts with a relevant and engaging program to drive their summer sales of Heineken and Heineken Light.
While enjoying Heineken or Heineken Light at their favorite local bar or shopping for their import beer of choice at retail, adult consumers can find under-the-cap codes, which will enable them to enter the promotion. Consumers can instantly win one of thousands of music rewards or be entered into multiple sweeps drawings for unique Heineken VIP music experiences (where legal), from access to the summer’s hottest music events to collaborating with the Fender Custom Shop team to custom build their own Fender Telecaster guitar.
“Last year's program focused on music content, giving consumers access to unique tracks they could only get from Heineken. We have evolved that idea in 2011 to tap into what our target truly craves - great music experiences. By leveraging Heineken's relationships with some of the most sought after festivals, venues and music partnerships, we are giving consumers access to unique music experiences only Heineken can deliver,” said Frank Polley, senior trade marketing director, Heineken USA. “Consumers have the option of choosing the music experience that inspires them the most.”
Building on Heineken’s innovative use of Scanlife 2D Codes last summer, consumers can also access information about the promotion through their mobile device via proprietary Heineken JAGTAG codes on all Heineken and Heineken Light packaging. "Heineken is always seeking to push the boundaries of technology because we know that’s what our consumers expect of us," said Afdhel Aziz, brand director, digital, PR and brand activation, Heineken USA. "The use of JAGTAG’s allows us to deliver interesting video content direct to their mobile devices that will spark further engagement with the program.”
On-premise, the Heineken VIP Access program will connect with consumers through thematic POS materials, such as posters, coasters and table tents that include the proprietary Heineken JAGTAG code and offer immediate access to the national rewards program. Additionally, brand ambassadors and bartenders alike will offer patrons a digital music experience, challenging them on their knowledge of music and the Heineken brand, and rewarding them with unique prizes (where legal).
Polley concluded, “More and more, consumers are looking for authentic, premium brands that offer them unique experiences. Heineken has long been associated with music and this summer we will continue to inspire our consumers through our fully integrated Heineken VIP Access program.’