WHITE PLAINS, N.Y. -- A new Heineken beer promotion will urge customers to interact with store signage and encourage cross-purchases to drive basket rings in grocery and convenience stores.
The retail and on-premise “They Score. You Score” program encourages soccer fans of legal drinking age to choose Heineken for all their soccer viewing occasions, while offering chances to win prizes for every goal scored during every UEFA Champions League (UCL) and Major League Soccer (MLS) match.
Impactful displays and point-of-sale materials, including standees and cooler decals, communicate a text-to-win number and direct consumers to Heineken’s digital soccer hub to generate program awareness and engagement. Cross-merchandising offers on the purchase of Heineken products and match-day snack essentials aim to generate higher basket rings at retail.
In addition to the merchandising materials, national TV featuring UCL team manager Jose Mourinho, PR supported by UCL champion and reigning MLS Most Valuable Player David Villa, digital and social media, and account activation will drive consumer engagement, store traffic and repeat purchase.
“Our partnership with UCL and MLS taps into the intense passion and loyalty that soccer fans bring to a new season of exciting contests,” said Ralph Rijks, senior vice president, Heineken USA, White Plains, N.Y. “They Score. You Score enhances the soccer-viewing occasion through access to social content, the latest scores and upcoming games. We encourage fans to be prepared with food and a Heineken throughout the games, while offering them the chance to win prizes with each goal scored at every match.”
To drive awareness of the program throughout the UCL and MLS seasons, Heineken is targeting consumers seeking soccer relevant content by activating national match-day TV commercials, digital and social content.
Heineken has also created a mobile soccer hub to be the fan’s portal for information on both soccer leagues and matches, including play schedules, countdown to match days, live score updates, the latest world soccer news and special offers.
“Soccer is one of the fastest growing sports in the U.S. with a fan base of over 110 million," Rijks said. "Heineken ... is uniquely positioned within the category to expand on our association with soccer, offering retailers and on-premise operators new opportunities to increase their Heineken sales and profits as the sport continues to grow in the U.S.”
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