Heineken, the No. 1 selling European import beer in the U.S., unveiled the details of its ‘The Holidays Start Here’ retail program. ‘The Holidays Start Here’ invites consumers, through a custom Heineken Party Planner iPhone and Android app, to eliminate the guesswork from planning or attending the ultimate holiday party. The program will run in November and December providing consumer offers and incentives to help increase retailer profitability during the critical holiday selling period.
“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 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.”
Beginning in November, consumers will have the opportunity to download a custom mobile application that is a portal to everything they need to plan a great holiday party including:
* Party recipes and tips from chef Spike Mendelsohn.
* A custom Heineken music playlist.
* 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.
“The ‘Holidays Start Here’ program is the perfect way to kick-off a great season of holiday entertaining,” added Polley. “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.”