MEDIA-I: New media choice - Heineken

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

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