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.
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.
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
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.
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.
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
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.
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.”
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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