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.
