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Heineken USA, based in White Plains, N.Y., has activated a new campaign to promote its Tecate brand beer, encouraging boxing fans age 21 and older to bond over the beer and celebrate the moments leading up to the big fights in this year’s boxing season.
Through various media, Tecate’s We Got Your Back campaign will promote the beer through Oct. 31 in partnership with boxing superstar Canelo Alvarez. National English and Spanish TV spots will feature the boxer and Tecate’s iconic Black Eagle, and a daily sweepstakes will invite consumers to enter to win "the ultimate viewing package,” including a TV screen, surround-sound system, mini fridges, glassware and other prizes. Geo-targeted desktop and mobile ads on relevant sites and owned social media channels will direct users to the sweepstakes website hub to enter.
At store level, sampling (where legal) will encourage trial and promote Tecate Light, while POS materials such as pole toppers, price cards, base wraps and standees will direct shoppers to digital experiences and the daily sweepstakes. On-premise accounts will receive consumer sampling, branded signage – including table tends, posters and standees – and Tecate drink offers through TAB Services’ in-app media to encourage purchasing and sweepstakes participation. Additionally, Tecate is partnering with an on-demand delivery service to bring its beer to shoppers’ doors.