Dutch agency Strawberry Frog has won two important accounts this week. They will take care of Heineken, which has recently become the Uefa Champions League sponsor, and they will work for Tiscali, to promote their new “care free” Internet service.
Heineken has just refreshed its online look in Italy, putting online the new site created by rmg:connect. Two hands dominate the navigation which takes users through corporate content and a few goodies like the e-cards. A special section is dedicated to the Jammin’ Festival, one of the most popular music events in Italy sponsored by Heineken.
Mobile React reports about the successful conclusion of Heineken’s recent mobile marketing program in Thailand. The two month activity adopted a sales-linked loyalty rewards program and generated a participation rate in access of 17%, probably the highest measured response rate in the country. The 2 month campaign ran from 1st September to 31st October 2004. It utilized a point collection mechanic wherein consumers who accumulated enough points could exchange them for exclusive premiums from Heineken. Specially designed 6-pack of Heineken beer cans contained an embedded scratch-off code inside. Adrian Stewart, CEO of Mobile React explained us how the initiative worked:“Because we untilized a true unique code embedded in every pack, each entry received was firmly sales-linked. This meant Heineken could observe transactions and other valuable data from this campaign. Each code embedded was truly unique and could not be used once. Multiple entries using the same code were rejected. Consumers must SMS the code to a dedicated number and receive automatic replies with points they have obtained, for first time participants and with the current balance for repeat consumers. Codes provided 1, 2 or 5 points and consumers could keep track of their points via SMS, through Heineken’s website or via an 24-hour automated interactive voice response (IVR) system. Redemption for giveaways began with 5 points.”
The program was promoted via SMS alert to Heineken’s existing database members prior to start of campaign. During campaign, communication by SMS was also utilized to remind members to get more points i.e. purchase more Heineken to qualify for the lucky draw or to redeem their gifts before the campaign ended.
Pubblicit� Italia reports that Heineken is preparing a huge marketing campaign in Italy connected to the Halloween Night. On October 31st there will be 1400 Heineken parties around the country celebrating the night. The events will be promoted with tv and radio spots, billboards and print advertising. The article makes no reference to online marketing. How comes the Internet is completely ignored in such promotional initiative? I dream a future in interactive marketing, and it’s very sad to realize new media advertising receives almost no consideration in my country. I believe it’s just a question of old-fashioned mentality. A sign of a culture with a great past and a questionable future.
Heineken gets ready for Euro 2004 with a special initiative in cooperation with MSN Messenger. The beer brand will deliver updated information about the matches directly through the instant messaging system. The campaign has been developed by QI Ideas, which explains that besides that Heineken gives away new Orange digigoods (emoticons, avatars) weekly and shows links to the best sites dedicated to the Dutch team. In this way Heineken makes sure all Messenger users are always on top of the latest soccer news.
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