Heineken launches wireless promotion in hong kong

Heineken, the world’s leading export beer company, has capitalized on the popularity of mobile services in Hong Kong in launching its integrated wireless consumer campaign, the Heineken Music Promotion.  The innovative and interactive consumer campaign is run in conjunction with 7-Eleven from June 20 to July 17, 2001.  The promotional mechanism features short messaging service (SMS) via mobile phone handsets in Hong Kong. 

Heineken’s association with music is well known in Hong Kong and Greater China; continuing this tradition, the Heineken Music Promotion offers local consumers the chance to win tickets to an Elva Siu pop concert in Hong Kong, shopping benefits at HMV™, and discounts on the latest cool western music – all via the mobile phone. 

“The Heineken Music Promotion is an important trial. We recognize that SMS is becoming more and more popular, and that it best matches the speedy rhythms of Hong Kong life. As a promotional mechanism, it is in harmony with our consumers, who desire convenience and efficiency in their everyday life. Launching an interactive wireless promotion is in perfect step with the preferences and needs of Heineken consumers and helps us keep close to our target markets,” says Cecily Lai, Off-Premise Brand Manager of Heineken Hong Kong.  The promotion will be supported by an extensive print and point-of-sale advertising campaign. 

To be eligible for entry in the Heineken Music Promotion, consumers must purchase two bottles or cans of Heineken at any 7-Eleven from June 20 to July 17, 2001.  Following this purchase, consumers will receive a Heineken Music Promotion scratch card, which includes two chances to win, with the Heineken Music Promotion Lucky Draw and with instant-win prizes.  To participate in the instant win portion of the promotion, contestants simply scratch off the first tier of the scratch card for a chance to win instantly redeemable prizes from 7-Eleven stores. 

To participate in the Heineken Music Promotion Lucky Draw, consumers simply scratch off the second tier of the card to reveal their Heineken registration number.  After phoning the Heineken Music Hotline, contestants key in their mobile phone number and the registration number from the 7-Eleven scratch card.  After entering, callers will receive an instantaneous confirmation SMS.  Each day Heineken will pick two lucky winners to receive free concert tickets.  Winners will be immediately notified via an interactive SMS on their mobile handsets enabling them to claim their prize.

All other registrants will receive a music-related “mobile coupon” that can be redeemed at HMV or leading dance music record label Love Da Records.  Winners only need to present their “mobile coupons” to receive the benefit!

Heineken worked with Groove Street, a technology-empowered marketing company, and its mobile technology partner Asia MobileNet to develop and deliver the e-solution for its mobile phone music promotion.

“Heineken wanted to execute a lucky draw and build a database for later promotions, and found that the prevalence of wireless communications devices in Hong Kong provided the ideal tool,” says Henry Winter, Chief Executive of Groove Street. “Everyone has a mobile phone – it’s like email in your pocket. SMS and mobile coupons give us the tools to reward consumers instantly encouraging more consumers to participate.”

 “We have developed world-class mobile applications for high-end financial services customers” says Terence Lam, Director of Business Development at Asia MobileNet. “We are excited to work with our partner Groove Street to leverage that technology for Heineken’s consumer product marketing.”

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