Beginning in November, consumers will have the opportunity to download a custom mobile application that is a portal to everything they [image-nocss] need to plan a holiday party, including party recipes and tips from chef Spike Mendelsohn, a custom Heineken music playlist and party planning tools, such as a party registry, customized shopping list, custom designed invitations and RSVP lists that sync with their mobile phone and Facebook contacts.
Consumers can access the Heineken Party Planning app by scanning a ShotCode (QR) printed on all Heineken holiday-themed POS materials or they can go directly to the iTunes store or Android market to search for the Heineken app. In addition, MIR and IRC offers on holiday party essentials (where legal) will be available at retail outlets to drive incremental sales of Heineken, Heineken Light and select cross-merchandising items.
Where legal, sampling activation will help engage shoppers to interact with the brand and download the mobile app, while encouraging trade up to Heineken and Heineken Light.
"Through the custom app and other program elements, we are encouraging consumers to entertain in style and choose Heineken and Heineken Light as the beers for their holiday parties," said Frank Polley, senior trade marketing director of beer importer Heineken USA. "The Holidays Start Here plays into the values of the Heineken consumer who wants to be in the know, enjoy authentic experiences and make the right impression. Our proprietary app offers our consumers new and fun ways to engage socially with friends via viral tactics and technology, which is so integral to their lives."
He added, "This program has all of the elements and more to help consumers elevate their party experiences while helping our trade retail and on-premise partners provide added value to their customers and increase their end-of year sales of Heineken and Heineken Light."
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.
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