MEDIA-I: New media choice - Heineken

<p>Agnes Chan: Director, interactive, Dentsu, Hong Kong </p><p><BR><BR> </p><p>Campaign: Heineken wireless campaign </p><p><BR><BR> </p><p>The Heineken wireless campaign, launched with 7-Eleven, uses SMS to </p><p>drive sales and is a good example of how a company can use technology </p><p>cleverly and address media consumption habits strategically in designing </p><p>its sales promotions. </p><p><BR><BR> </p><p>Mobile phone service providers have been sending mobile coupons to </p><p>subscribers or providing downloads on WAP for quite a while. In Japan, </p><p>mobile concert/party pass are also getting popular via m-commerce on </p><p>i-mode. </p><p><BR><BR> </p><p>Announcing results and distributing mobile coupons by SMS is also </p><p>cost-effective for an event of this scale and presents a trendy image </p><p>for the brand. </p><p><BR><BR> </p><p>However, I'm interested to know how Heineken will later conduct </p><p>one-to-one consumer communications with its mobile number database. It </p><p>will most likely be done through SMS again, at least the first time. If </p><p>it can be integrated with website and email communication, database </p><p>profiles can be collected for further levels of CRM. More effective and </p><p>long-term consumer communications can be enhanced through interactivity </p><p>and visual attractions. </p><p><BR><BR> </p><p>Viral marketing through forwarded emails to peers is also a </p><p>possibility. </p><p><BR><BR> </p><p>Heineken.com is also nurturing customer relationships and encouraging </p><p>viral marketing via community building through music-related web </p><p>activities. </p><p><BR><BR> </p><p>I quite like the site's 'Party' activities that can extend brand </p><p>building from sponsorships to the everyday life of their targets. </p><p><BR><BR> </p>