global beer mat contest
GENERATION
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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.
