Company - Mobile Dreams Factory
Client - Heineken
Background:
Heineken is one of the most sold beer companies in Spain. Champions league is the European soccer championship.
Goals:
Heineken is one of the official sponsors of the Champions League. For that reason they wanted to tie their brand with the championship.
Objectives:
1) Associate Heineken brand with the "Soccer's Champions League."
2) Reward consumers' loyalty instantly
Idea:
Heineken distributed scratch-cards to bar customers. All the scratch-cards have a code that needs to be sent by text message. Each code participates in a draw to win different prizes. No matter if the customer won or not, he/she will receive a WAP push instantly with Heineken mobile agenda.
The mobile agenda is based in Mobile Dreams' proprietary technology called-Microeditions. With this microedition the user can browse off-line Champions league's agenda.
Also the user can ask the agenda via Heineken's web page.
Results:
The Campaign is not over since the soccer season is not over. The last 2 months redemption rate of the agenda were 68% of the participations.
Study was published November 18, 2006.
Source: Mobile Marketing Association
See study here
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