global beer mat contest GENERATION X T In May 2001, the "Next Generation" of the popular Beer Mat Contest was launched on the Heineken.com site. The contest, in which consumers from all over the world were asked to design a beer mat on a set theme, gave winners the chance to use the global reach of Heineken as a way to showcase their talent and vision. interact with its consumers. The beer mat itself is one of the most tangible points of contact we have with our consumers. By asking consumers to create a design, we are taking that contact one step further, as it is their winning design that is actually on the beer mat." Sixteen countries participated in the contest, and the winning designs are distributed in bars. The winners also have their designs printed on one side of Heineken beer mats, which are then distributed to Heineken bars world-wide. Each beer mat carries the creator's name and country of origin. The winning designs are also showcased in an on-line gallery. Project leader Victor Koppelmans, International Sales Promotion Manager, explains: "The contest is a great way for the company to The contest also represents the creative way in which the Heineken.com site is being used to communicate the initiative and the Heineken brand values. The challenge for Heineken will be to create synergy between brand communication on the Internet and brand communication in bars. Through this contest, Heineken aims to enhance consumer involvement with the brand and create an interactive brand experience. Previous rounds of the contest were highly successful, with a total of 2,000 consumers entering the competition. The contest was highly international with winners coming from every continent.

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World of Heineken | 2001 | | pagina 31