Heineken Challenges Shoppers with “What’s Your Play”

HEINEKEN USA is delivering excitement this football season with its What’s Your Play portfolio retail program. From January 3 to February 1, 2015 program elements including dynamic in-store POS and merchandising elements, compelling cross-merchandising offers and a multi-prize Twitter driven sweepstakes will challenge LDA consumers to up the ante this playoff season by choosing HEINEKEN USA’s portfolio of upscale import brands including Heineken, Heineken Light, Dos Equis and Strongbow Hard Apple Cider for their entertaining needs.   To kick it off, HEINEKEN USA is challenging consumers to follow @WhatsYourPlay on Twitter to get in the game during playoff season. By tweeting answers to questions posted every 20 minutes, consumers have multiple chances to win a range of Heineken, Dos Equis and Strongbow branded prizes. Participating consumers will automatically receive a bounce back tweet with a MIR (mail in rebate) or IRC (instant redeemable coupon) helping drive repeat store traffic and incremental sales at retail (where legal). In store, 6-and 10-case stackers, expandable pole-toppers, eye-catching POS and channel specific cross-merchandising offers (where legal) on occasion relevant items provide shoppers with confident entertaining solutions including higher margin Heineken, Heineken Light, Dos Equis and Strongbow brands.   “Football’s ultimate showdown is a time when host and guest expectations are heightened for big game viewing parties,” said Jonathan Simpson, Director of Commercial Marketing, HEINEKEN USA.   “What’s Your Play gives shoppers the assurance they need to choose the upscale brands of HEINEKEN USA and do game day differently. Our brands will elevate the consumer’s experience and impress party guests while generating more retail traffic, repeat purchase and incremental profits for retailers. Choosing HEINEKEN USA brands is a win-win for everyone.”   HEINEKEN USA’s What’s Your Play retail program runs January 3rd through February 1st.