Heineken Unveils 2015 Summer Cities Promotion

The city is a colorful and vibrant melting pot full of undiscovered adventures that is energized during the summer months with more freedom, vitality and possibilities.

This summer, Heineken is taking ownership of cities through the revival of the brand’s 360-degree Cities program designed to inspire LDA+ consumers to break from their usual routines and make the most out of their cities every time they grab a Heineken or Heineken Light.

Now in its second year, the Open Your City campaign calls on fans everywhere to push boundaries and make the most of their legendary cities. Heineken will once again feature a limited run of city-specific bottles on the company’s iconic green silhouette throughout summer 2015 in 14 select markets, 5 global cities and 9 U.S. cities, including New York, Las Vegas, Los Angeles, Miami, Boston, San Francisco, and Honolulu.

From Memorial Day through Labor Day, shoppers can scan any limited-edition Heineken City bottle as well as Heineken Lager, Heineken Dark & Heineken Light bottles using Blippar, an augmented reality app, to be entered in a sweepstakes to win an epic trip to one of the program’s 14 featured cities as well as daily instant summer rewards.

Heineken Unveils 2015 Summer Cities Promotion

“Heineken consumers embrace the thrill and endless possibilities of city life. As city insiders, they make the most out of every moment, wherever and whenever that may be. Through our Cities program, Heineken is inspiring our consumers to discover and share summer’s unique experiences every time they interact with Heineken. When they choose Heineken, they can bring summer to life anywhere.”
– Jonathan Simpson, Director of Commercial Marketing, HEINEKEN USA

To support the program, targeted TV advertising in both English and Spanish language executions along with shopper targeted digital media including Ibotta, Brand.net and Blippar will build awareness and interest while driving shopper traffic to participating retail outlets through relevant content and modern interactive experiences. In store, Heineken is partnering with another summer favorite, 7-Up® to expand program reach and drive incremental sales of both Heineken and 7-Up. Dual branded display and POS elements along with cross merchandising offers will interrupt shoppers and encourage cross category purchase.

On-premise, Heineken is partnering with Tabbedout in select markets. The Tabbedout app allows patrons to open, split and pay their bar tab and provides special offers directly through patron’s mobile devices while providing a premium, seamless experience for patrons and barstaff alike. Throughout the program, Heineken.com will be the full campaign hub, while social activity on Facebook and Twitter will encourage engagement and maximize program reach.

“Summer is a must win season for retailers and on-premise operators,” concluded Simpson. “From Memorial Day through Labor Day, beer is an essential part of summer’s celebrations and bringing or serving the best – Heineken and Heineken Light – signals good taste and consideration. Heineken delivers more true profit to retailers* – Heineken shoppers are more loyal*, make more shopping trips and spend more per trip compared to craft and other import shoppers* making Heineken the right brand to promote throughout the summer season.”

Heineken Cities promotion runs May 1st through September 30th. For more information, contact your local Heineken distributor.

* HUSA, MOTW (Man of the World) Summer in the City, Qualitative Attitudinal Study, Joanne McDonough, August 14, 2014

For more details, visit Heineken.com