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Heineken mixes up music festival sponsorship with app contest

Heineken is pushing ahead with its application-heavy mobile strategy via a new campaign that encourages consumers to create their own music tracks for a chance to win a trip for two to the Ultra Music Festival.

The Heineken Ultra Remix app is part of the beer giant?s sponsorship of the Ultra Music Festival. Social media and mobile bar codes are being used to increase awareness of the app.

?We are continuously evolving how we talk to our consumers ? apps leverage the consumer?s increasing use of mobile technology,? said Leanne Maciel, manager of sponsorships and activations at Heineken, New York.

?Our target ? the 25-34-year-old man of the world ? is tied to his smartphone,? she said.

?He?s the one trying new things first, new adventure, taking existing things and creating something fresh. With this mobile app we are providing him with a new experience that he can access from the palm of his hand and through the device he?s using.?

Mobile music
The Ultra Music Festival takes place in Miami in March.

Consumers can download the Ultra Remix app for free from Apple?s App Store and Google Play.

The app uses a birth date as verification that consumers are of-age. Users can then either make an account or sync their Facebook account to begin creating music tracks.

From there, the app prompts users to pick a song, beat and rhythm. The app uses audio files and mixing options to let users create a customized song and share it via Facebook and Twitter.

Consumers have until Feb. 22 to submit their music tracks.

One of the performers from Ultra Music Festival ? DJ WhiteNoize ? has created the first track to help inspire users. He and a panel will then pick the top ten finalists in the contest.

Once the finalists are chosen, consumers can then vote for their favorite track on Heineken?s Facebook page during the first week of March.

The consumer with the winning beat will win a VIP trip to the music festival for two and the opportunity to meet the event?s performers.

Calls-to-action for the app and campaign will be placed on Heineken?s Facebook page, per the company.

Additionally, point-of-sale efforts will be rolled out in stores via QR codes and SMS. Once a user either scans a mobile bar code or texts in a keyword, they will be dropped into the correct app store to download the app.

The app and marketing program were developed by Cultur8.

Mobile gulp
This is not the first time that Heineken has used a mobile in conjunction with an event?s sponsorship.

For example, in 2010 the company?s partnership with Universal Music Group and Fender Musical Instruments Corporation included a multichannel campaign that included SMS, QR codes and apps (see story).

Additionally, Heineken has developed specific one-time apps in the past.

To celebrate the winter holidays in 2011, Heineken released an app for iOS and Android devices to let consumers interact with the brand via ecards, party invitations and recipes (see story).

?Consumers are increasingly using multiple technologies at the same time,? Ms. Maciel said.

?The Heineken Ultra Remix taps into that as it has both mobile and social media components ? consumers first create their remix using tracks from WhiteNoize with the mobile app,? she said.

?Once the 10 finalists are selected in early March, consumers will have the opportunity to listen to the final tracks on Heineken?s Facebook page and vote for the winning track.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York