Heineken USA, an importer of premium beer brands, is set to reach customers through multiple platforms with its What’s Your Play? portfolio retail program running from Jan. 1 through Feb. 28.
The shopper and retailer-focused program during the football playoff weeks and the ultimate Big Game, includes impactful, football-themed point-of-sale (POS) materials, in-store and digital partnerships and a Twitter-driven sweepstakes. Cross-merchandising with premium snack and beverage brands will inspire the LDA+ men and women to share their ‘play’ by choosing 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 delivered numerous shopper impressions and a 33% lift across the portfolio (Nielsen Scan, Jan. 9, 2016-Feb. 6, 2016). Fans rallied behind the program to share their ‘plays’ to one-up their friends and be the champion of the game day party. Leveraging this success, Heineken is offering cool weekly and daily prizes and new ways to save on Heineken portfolio 6- or 12-packs and cross-merchandised food or beverage items.
“Men aren’t looking for a beer that says they’re an expert on football,” said Juan Luis Barrios Oyarzun, commercial marketing vice president, Heineken USA. “In fact, the Heineken drinker loves the opportunity for a get together with friends even more than the game itself. The What’s Your Play? program inspires men to choose Heineken USA’s premium import brands to share with friends and enhance their game day experience.”
On football game days, Heineken portfolio brands will invite consumers to follow @WhatsYourPlay on Twitter and share their best plays for life’s daily challenges. Fans reply with their entries for a chance to win prizes and receive a digital coupon, driving them back in store for additional purchase and savings. “The program is a win-win for shoppers and retailers and represents an incremental consumption occasion,” added Oyarzun.
Influencers will help drive awareness of the mobile and text offer, driving to each of the Big Game activations on key social media channels. Heineken USA is incorporating eye-catching POS and strategic partnerships to drive traffic in-store to get Heineken on the shopping list for the playoffs and the Big Game party. Consumers can save on a pair of Heineken portfolio 6-packs or a single 12-pack and a cross-merchandised food or beverage item.
IRCs and MIRs (where legal) will deliver shopper value and drive increased basket rings at retail. A microsite experience will give consumers access to sweepstakes details, recipe tips and compelling offers on party essentials including chips, dips and deli platters.
“What’s Your Play? is a winning play for retailers,” said Oyarzun. “This year’s program elements are designed to generate higher basket rings for the retailer and offer compelling incentives for the shopper to return to the store for repeat purchases throughout the program period.”