Heineken USA’s 'What’s Your Play?' Returns

Football-focused portfolio retail program runs Jan. 1 through Feb. 28

Heineken USA’s 'What’s Your Play?'

WHITE PLAINS, N.Y. -- For Super Bowl season, beer importer Heineken USA Inc. is rolling out its What’s Your Play? portfolio retail program, running from Jan. 1 through Feb. 28.

The comprehensive program includes football-themed point-of-sale (POS) materials, digital partnerships, a Twitter-driven sweepstakes and cross-merchandising opportunities for consumers to choose Heineken, Heineken Light, Dos Equis, Tecate and Tecate Light beer and Strongbow Hard Ciders for their game-day celebrations.

Last season’s What’s Your Play? program saw tremendous success with numerous shopper impressions and a 1% lift across the portfolio, the company said.

Fans rallied behind the program to share their quick-witted plays to impress the boss, win at romance and be the champion of the party, Heineken said. Leveraging this success, it is offering bigger challenges, bigger prizes and new ways to answer What’s Your Play? this football season.

To kick off the program, consumers are invited to follow @WhatsYourPlay on Twitter. On football game days, portfolio brands and @WhatsYourPlay will be asking fans to share their best plays for life’s daily challenges. Fans reply via Twitter with their entries for a chance to win prizes and receive a digital coupon, via return tweet, driving them back in store for additional purchase.

To drive awareness of the program, Heineken USA is incorporating strategic digital partnerships. Native ads and videos on mobile apps such as Ibotta and Yelp help to get Heineken on the shopping list for the big game party and drive traffic in-store. Unique Heineken USA football-themed invitations are also available for consumers to get the word out about their celebrations through E-vite.

In store, dynamic POS will encourage shoppers to choose Heineken USA brands for their festivities and follow @WhatsYourPlay on twitter to participate in giveaways. Cross-merchandising offers, instant redeemable coupons (IRCs) and mail-in rebates (MIRs), where legal, deliver shopper value with discounts on party essentials including chips, dips and deli platters, driving increased basket rings at retail.

“What’s Your Play is a winning proposition for retailers,” said Ralph Rijks, senior vice president of marketing for Heineken USA. “This year’s program elements are designed to not only generate higher basket rings during patron’s shopping experience, but also offer compelling incentives to return to the store for repeat purchases throughout the program period.”

White Plains, N.Y.-based Heineken USA, a leading upscale beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, Strongbow, Amstel Light and Newcastle. Heineken USA also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.