Heineken beer wanted to get closer to their customers.
They asked how we could help them build deeper relationships.
We suggested a message-based promotion, offering people the chance to win a holiday by registering codes printed under Heineken bottle tops.
Using contextual messaging, we sent location-based communications to people near bars and supermarkets on Thursdays, Fridays and Saturdays. By entering their code, people were opening a new communication channel between them and the brand.
Heineken now have direct connections with thousands of drinkers:
- 23% of people clicked through
- 12% registered to win.
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