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SBD Global/February 19, 2014/Marketing and Sponsorship

Heineken Links Up With Foursquare For Campaign Targeting U.S. Football Fans

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Heineken, for the next three months, "is going to try to bend it like Lionel Messi (or Beckham of old) with Foursquare, targeting U.S.-based fans of European fútbol," according to Christopher Heine of AD WEEK. The beer producer "is seeing a lack of activity with its proprietary mobile apps" -- a sentiment that has become an all-too-common theme among consumer brands. Heineken Brand Manager Bram Reukers said, "What we've learned in the last couple of years is that consumers aren't really into downloading branded apps." So his team "has established its deepest integration to date with Foursquare, which has roughly 45 million registered users." In a multilayered campaign, the beer brand "is zeroing in on folks who will be watching the UEFA Champions League in bars and restaurants." Reukers said that the U.S.-based Foursquare component "fits nicely into his company's worldwide UEFA sponsorship, which will call upon nearly every digital and traditional channel available in an integrated push." He said that "it builds on a smaller Foursquare effort that Heineken ran during last year's U.S. Open tennis tournament." Reukers: "With Foursquare, it's about connecting with consumers and rewarding them. We actually use data to create a consumer benefit, and that's a first for us as a brand. And we are delivering relevant content at a relevant time." Foursquare Creative & Brand Strategy Dir Swen Graham added, "This program was complex, with a number of technical and operational challenges to solve. ...We've married mobile data, creativity and technology to create this branded experience" (AD WEEK, 2/18).
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