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This summer, Heineken, the No.1-selling European import beer in the United States, will bring exciting music experiences from a range of cutting-edge artists via the brand’s ‘Plug into Summer’ consumer initiative. The nationwide program, which includes sounds from the likes of Kid Cudi, The Hold Steady, Cold War Kids and Tito El Bambino, runs from Memorial Day through Labor Day.
Plug Into Summer will combine promotional packaging, innovative technology and in-store programming with unique brand experiences in major cities, exclusive merchandise tie-ins, and a high level of PR, digital and media activation.
“Summer is filled with awesome experiences that can be enhanced with the right premium beer,” noted Breege Murphy, channel marketing manager at White Plains, N.Y.-based Heineken USA. “Our blowout Plug into Summer program has all of the elements to inspire consumers to seize the moment and ‘plug in’ by creating the ultimate summer party at home through the fusion of great music, incredible fusion food suggestions, and ice-cold Heineken and Heineken Light beer.”
Starting this month, interactive retail displays with light, sound and themed display enhancers such as branded guitars and an iPod docking speaker with amp and illuminated music towers, will feature promotional packs, summer entertaining guides, cross-merchandising offers, and Heineken and Heineken Light consumer sampling, where legal.
Custom-designed promotional packaging will spur consumers to buy items so they can claim one of 53 million music rewards by scanning or texting the code found under the cap. The rewards will include downloads of exclusive music tracks from Universal Music Group, limited-edition merchandise from Fender Guitars, and access to music events. Shot-code technology will enable consumers to get a Heineken Music Challenge app instantly by downloading the on-pack code. Instant redeemable and mail-in cross-merchandising will offer provide further motivation for consumers to buy Heineken, Heineken Light and relevant products.
“Heineken champions those who seize the moment,” said senior brand director Shane Hoyne. “Our Plug into Summer retail program elements — traffic stopping in-store displays, distinct promotional packaging, amazing consumer offers and music rewards — will encourage our consumers to go out and seize the summer by giving them everything they need to make the most out of every summer experience.”