Heineken garners more than 15,000 opt-ins via multichannel effort
By Rimma Kats
December 11, 2012
Heineken saw a high volume of engagement for its Red Star Access program that incorporated digital, social media and mobile to provide an interactive experience for consumers.
In August, Heineken launched Red Star Access, a five-city music tour and the site was optimized for whichever kind of device consumers used to access it and married the company’s content with user-generated content. Heineken worked with one50one on the mobile initiative.
“Heineken Red Star Access is Heineken’s annual summer music program that kicked off in Chicago with performances by hip hop musicians Nas and Pusha-T and hosted by comedian Affion Crockett with music provided by DJ Kiss,” said Troy Brown, president/CEO, one50one.
“We created an integrated marketing campaign and interactive experience to engage consumers on multiple channels for the campaign,” he said. “Our goal was to promote the five-city music tour in NYC, Chicago, Philadelphia, D.C., and Atlanta, and drive fans to the various concerts.
“We created an integrated digital-social-mobile portal that encouraged visitors to join the Heineken Red Star Access community.”
By joining the Red Star Access community, users were eligible to receive exclusive Heineken RSA content, information and potential invitations to events.
Tickets to events were age-gated and unique using Heineken-branded QR codes.
Tickets were either printed or enabled to reside on a phone and scanned at the door. Furthermore, the mobile bar codes enabled quick scanning and event entry.
In-venue, consumers could text-in to win exclusive Heineken Black Apple merchandise, backstage artist meet-and-greets, and the opportunity to watch the performances directly from the stage.
Heineken saw 600,000-plus unique visitors to the site, 930,425-plus page views, 15,000-plus mobile opt-ins and an average time of 2.5 minutes spent on its Media Wall.
“To ensure maximum visibility and awareness across all screens, we took an integrated digital-social-mobile approach to our Heineken Red Star Access program that that enabled visitors to share individual pieces of content or the entire virtual content wall across Facebook, Twitter, Google+, Pinterest, and more,” Mr. Brown said.
“The RSA portal was programmed in a responsive design and was optimized for desktop, mobile, tablet, and as a custom Facebook app,” he said. “We incorporated user-generated content into the site to drive strong engagement, as reflected by nearly 600,000 unique visitors to the site and more than one million page views.
“We also initiated a very targeted social messaging and content distribution strategy leveraging our custom back-linking and strategic consumer targeting.”
By taking a multichannel strategy, Heineken was able to reach consumers on a much deeper level.
Mobile is not longer a standalone medium and works best when complemented by different channels such as social media.
“Our target audience over-index in all mobile social activities, so it’s a huge component of our overall strategic marketing plan,” Mr. Brown said. “Integrated mobile strategy and execution enables us to cultivate a community of users with which to engage in real time for events, promotions, special offers, and more.
“Since members of our community opt-in to receive our marketing messages, we know they’re fans of the brand and are predisposed to receiving value-added messages from us,” he said. “More than 15,000 mobile users opted in for our RSA campaign in less than 12 weeks.
“We can now actively engage those fans on a range of related RSA topics to reinforce our brand, including music, culture, fashion, and urban content, and deliver a premium user experience via mobile.”
Rimma Kats is associate editor on Mobile Marketer, New York
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