WHITE PLAINS, N.Y. -- For the second year, Heineken will launch its Open Your City campaign, which is designed to inspire consumers to make the most of their cities when grabbing a Heineken or Heineken Light.
The company will release a limited run of city-specific bottles throughout the summer in 14 select markets—five international cities and nine cities in the United States, including New York, Las Vegas, Los Angeles, Miami, Boston, San Francisco and Honolulu.
From Memorial Day through Labor Day, shoppers can scan any limited-edition Heineken City bottle, as well as Heineken Lager, Heineken Dark and Heineken Light bottles, using Blippar, an augmented reality app, to be entered in a sweepstakes to win a trip to one of the program’s 14 featured cities and daily instant summer rewards.
“Heineken consumers embrace the thrill and endless possibilities of city life,” said Jonathan Simpson, director of commercial marketing at Heineken USA. “As city insiders, they make the most out of every moment, wherever and whenever that may be. Through our Cities program, Heineken is inspiring our consumers to discover and share summer’s unique experiences every time they interact with Heineken. When they choose Heineken, they can bring summer to life anywhere.”
To support the program, targeted TV advertising and shopper targeted digital media, including Ibotta, Brand.net and Blippar, will help drive shopper traffic to participating retail outlets. In store, Heineken is partnering with another summer favorite, 7-Up, to expand program reach and drive incremental sales of both Heineken and 7-Up. Dual branded display and point-of-sale (POS) elements, along with cross merchandising offers, will interrupt shoppers and encourage cross-category purchase.
Heineken’s Cities promotion runs May 1 through Sept. 30.
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.