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As football season comes to a close, Heineken USA is getting fans in the spirit with its new "What's Your Play" retail program.
The brand encourages consumers to follow the @WhatsYourPlay Twitter handle during playoff season and answer questions posted every 20 minutes for a chance to win Heineken, Dos Equis and Strongbow branded prizes.
Participating consumers will receive a bounce back Tweet with a mail-in rebate or instant redeemable coupon, designed to drive repeat store traffic and incremental sales at retail.
Running through Feb. 1, the program is supported by in-store merchandising elements including 6- and 10-case stackers, expandable pole-toppers, POS and channel-specific cross-merchandising offers.
“What’s Your Play gives shoppers the assurance they need to choose the upscale brands of Heineken USA and do game day differently," said Jonathan Simpson, director of commercial marketing. "Our brands will elevate the consumer’s experience and impress party guests while generating more retail traffic, repeat purchase and incremental profits for retailers."