“Heineken is all about innovation and being on the cutting-edge and augmented reality in mobile apps is exactly that,” said Belen Pamukoff, brand director at Heineken USA, White Plains, NY.
Heineken relies heavily on apps for many of its mobile marketing efforts.
Most recently, Heineken activated its sponsorship of the UEFA Champions League soccer tournament via a new mobile application (see story).
Similarly, Heineken used mobile apps to promote its sponsorship of the Ultra Music Festival earlier this year (see story).
“The Heineken consumer is the man of the world who is closely attached to technology, and apps enable us to tap directly into our guy’s passion point and enhance his life,” Ms. Pamukoff said.
“The Star app gets the new bottle in people’s hands and literally uses the bottle to open your world,” she said.
“We know our man of the world is interested in travel and learning about new places so we think this is the perfect vehicle." (www.mobilemarketer.com/cms/news/content/15372.html)
Due to complicated broadcast regulations, Neil Patrick Harris is not allowed to drink Heineken Light, winner of the 2013 World Beer Championship’s Best Tasting Light Beer, in this commercial. But trust us, if he did drink it, he would enjoy it tremendously, but not on camera (http://whatculture.com/film/neil-patrick-harris-cant-drink-heineken-light-commercial.php).
Heineken is a Dutch beer which has been brewed by Heineken International since 1873.
The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery known as De Hooiberg in the heart of Amsterdam. In 1873 the brewery’s name changed to Heineken’s Bierbrouwerij Maatschappij (HBM). Over the past 140 years, three generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. It is thanks to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the world’s leading brewing groups. Heineken claims that the original Heineken recipe has not changed since the beer was first produced nearly 150 years ago (www.adbranch.com/page/10/).
