Case Study - Heineken (Mobile Dreams Factory)

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