Music event engages distributors and consumers
and moves flagship products.
Client: Heineken USA
Goal:
- To increase sales and generate excitement for the Heineken and Amstel Light brand by both consumers and distributors.
- To promote and reinforce the brand strategy; Heineken brand with music.
- To generate excitement at a weekend music sponsorship, AmsterJam in New York City.
Solution: In keeping with their brand strategy, we recommended a high tech solution, a flash (thumb) drive, pre-loaded with Heineken poster graphics. The drive was given away for free. This beat out traditional t-shirts. The drives generated a lot of buzz since attendees were able to use them on site to download free music at the event.
Results: Distributors who sell many brands of beer put their sales promotional efforts behind
Amstel Light and the crown jewel, Heineken, during the key selling period, SUMMER!
This event moved cases for both on and off premise accounts. The promotion generated much publicity and provided an enviable “cool” factor.
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