REVOLUTION
AWARD FOR
H E I N E K E N
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I A P A N
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The Asian edition of Revolution, a leading magazine
for business and marketing in the digital economy,
has given Heineken Japan an award for its
'Heineken Channel' on-line and mobile phone
marketing concept.
Revolution magazine was initially launched in the
UK in 1997 and was later followed by editions in the
USA and Asia. The Revolution Interactive Awards
have received wide attention in the European and
American marketing communities and were there
fore extended to the Asian region last year.
A jury of global marketing executives reviewed over
two hundred entries from all over Asia. In their opinion
the Heineken Channel 'provided the most relevant
and compelling service via wireless devices'. The jury
also stated that Heineken Japan 'have done the most
throughout the year, through innovative ideas boldly
executed, to achieve business success using the
internet or other digital media.' The Heineken
Channel was the only winning entry from Japan.
The Heineken Japan mobile phone site attracts about
80,000 visitors per month. The Heineken brand,
promotions and off-line activities are presented on
the Heineken Channel as an integrated marketing
communication concept. Main features of the site
are its clubbers' channel with daily updates, Japan-
wide club information, personalised e-mail with
customisable content and the so-called i-finder.
This is a presentation of the bars and restaurants that
serve Heineken beer, complete with location maps
that can be displayed on a mobile phone screen.
Heineken Japan Brand Manager Maaike Ono Boots
is very pleased with the award: "We are proud and
honoured to receive this award for our mobile and
interactive new media activities. The advanced
technologies in the Japanese media market offer
Heineken completely new brand-building opportu
nities. The Heineken Channel programme focuses
on our consumers and on their real needs for
current, relevant and compelling information and
entertainment."
Heineken Japan plans to continue developing a
state-of-the-art new media marketing programme
that offers valuable and relevant content to the
Heineken target group. To do this, it will work
together with digital marketing agency FlyingColor
Group Inc.
The Heineken Japan
mobile phone site attracts
about 80,000 visitors per
month. The Heineken brand,
promotions and off-line
activities are presented on
the Heineken Channel as an
integrated marketing
communication concept
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