Heineken is tapping into football season with its What’s Your Play? program.
This portfolio retail program runs Jan. 1 through Feb. 28. It includes football-themed POS materials, digital partnerships, a Twitter-driven sweepstakes, and cross-merchandising opportunities to inspire the LDA+ men of the world to choose Heineken, Heineken Light, Dos Equis, Tecate, Tecate Light and Strongbow Hard Ciders for their game-day celebrations.
Last season’s What’s Your Play? program saw 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 game-day party.
“Leveraging this success, Heineken is offering bigger challenges, bigger prizes and new ways to answer What’s Your Play? this football season,” the company said in a press release.
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 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 game-party and drive traffic in-store, according to the company.
Unique HUSA football themed invites are also available for consumers to get the word out about their game-day celebrations through E-vite.
In store, dynamic POS will encourage shoppers to choose Heineken brands for their game-day festivities and follow @WhatsYourPlay on twitter to participate in giveaways. Cross-merchandising offers, IRCs and MIRs (where legal) deliver shopper value with discounts on party essentials including chips, dips and deli platters, driving increased basket rings at retail.