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| * The Heineken Live app. |
by Benson Agoha
Beacons provide veritable highlights of a product range or service and has been credited with some successes including boosting sales and by extension, profitability.
But how much of the beeps and blips from beacon technology nudge us on to buy a product or to repeat a purchase? Apparently, there exists a sizeable number. Which is probably why Heineken is milking it for all the technology is worth.
According to a report on the Mobile Marketer Heineken is adding fizz to mobile loyalty with the Heineken Live application. The app offers users a chance to receive different rewards experiences, such as VIP event tickets, each time they visit one of the brand’s beacon-equipped venues.
Heineiken known for their expertise in beer manufacturing and marketing has installed Bluetooth beacons in 120 of its locations across New Zealand alone. It gives locals the opportunity to win big-ticket items such as helicopter transport to a special event and food and beverage vouchers each time they stop by a branded outlet, according to the Mobile Marketer.
But how much of the beeps and blips from beacon technology nudge us on to buy a product or to repeat a purchase? Apparently, there exists a sizeable number. Which is probably why Heineken is milking it for all the technology is worth.
According to a report on the Mobile Marketer Heineken is adding fizz to mobile loyalty with the Heineken Live application. The app offers users a chance to receive different rewards experiences, such as VIP event tickets, each time they visit one of the brand’s beacon-equipped venues.
Heineiken known for their expertise in beer manufacturing and marketing has installed Bluetooth beacons in 120 of its locations across New Zealand alone. It gives locals the opportunity to win big-ticket items such as helicopter transport to a special event and food and beverage vouchers each time they stop by a branded outlet, according to the Mobile Marketer.
Even more, individuals who have downloaded the Heineken Live app for their iPhones will be able to receive two types of rewards points – Venue Status Points and Heineken Status Points.
Analysts say such offers could lead to memorable experiences, showcasing mystery prizes’ ability to fuel additional app engagement.
Mary Beth Keelty, chief marketing officer of PMX Agency: “The experiences Heineken is offering are certainly intriguing, and an excellent incentive to download the application,” adding “What’s even more valuable is that Heineken isn’t necessarily promoting the product itself; rather, it’s encouraging exploration and new cultural experiences."
She said: “It’s a smart move – they are interesting potential customers and brand followers with these incredible experiences, while taking a more subtle approach to building brand awareness and loyalty.”
Mary Beth Keelty, chief marketing officer of PMX Agency: “The experiences Heineken is offering are certainly intriguing, and an excellent incentive to download the application,” adding “What’s even more valuable is that Heineken isn’t necessarily promoting the product itself; rather, it’s encouraging exploration and new cultural experiences."
She said: “It’s a smart move – they are interesting potential customers and brand followers with these incredible experiences, while taking a more subtle approach to building brand awareness and loyalty.”
Read the full story when you visit: www.mobilemarketer.com.
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