Heineken USA, White Plains, N.Y., is upping the ante on game day with its What’s Your Play? portfolio retail program running from Jan. 1 to Feb. 28 during the football playoff weeks and the Super Bowl. The shopper- and retailer-focused program will include football-themed point-of-sales (POS) materials, in-store and digital partnerships, and a Twitter-driven sweepstakes. Cross-merchandising with premium snack and beverage brands also will be leveraged to inspire legal-drinking-age men and women to share their “play” by choosing Heineken, Heineken Light, Dos Equis, Tecate, Tecate Light and Strongbow Hard Ciders for their game day celebrations, it says.
Last season’s What’s Your Play? program delivered numerous shopper impressions and a 33 percent lift across the portfolio, the company says, citing New York-based Nielsen Scan data. Fans rallied behind the program to share their “plays” to one-up their friends and be the champion of the game day party. Leveraging this success, Heineken is offering weekly and daily prizes and new ways to save on Heineken portfolio six- or 12-packs and cross-merchandised food or beverage items, the company says.
“Men aren’t looking for a beer that says they’re an expert on football,” said Juan Luis Barrios Oyarzun, commercial marketing vice president of Heineken USA, in a statement. “In fact, the Heineken drinker loves the opportunity for a get-together with friends even more than the game itself. The What’s Your Play? program inspires men to choose Heineken USA’s premium import brands to share with friends and enhance their game day experience.”
On football game days, Heineken portfolio brands will invite consumers to follow @WhatsYourPlay on Twitter and share their best plays for life’s daily challenges. Fans reply with their entries for a chance to win prizes and receive a digital coupon, driving them back to the store for additional purchases and cost savings. “The program is a win-win for shoppers and retailers and represents an incremental consumption occasion,” Oyarzun added.
Influencers will help drive awareness of the mobile and text offer, driving each of the Big Game activations on key social media channels. Heineken USA also is incorporating eye-catching POS and strategic partnerships to drive in-store traffic and get Heineken on shopping lists for the playoffs and Super Bowl parties, it says. Consumers can save on a pair of Heineken portfolio six-packs or a single 12-pack and a cross-merchandised food or beverage item.
In-store retail coupons and mail-in-rebates (where legal) will deliver shopper value and drive increased basket rings at retail. A microsite experience will give consumers access to sweepstakes details, recipe tips and compelling offers on party essentials including chips, dips and deli platters.
“What’s Your Play? is a winning play for retailers,” Oyarzun said. “This year’s program elements are designed to generate higher basket rings for the retailer and offer compelling incentives for the shopper to return to the store for repeat purchases throughout the program period.”
