HEINEKEN MUSIC
As the festival season starts to gather pace, Heineken is
launching the 'Star World Tour', a worldwide competition
offering consumers the opportunity to win tickets to a
wide range of sought-after music events. "The aim of this
promotional platform is to get the most out of Heineken®'s
global music and festival sponsorships," says Joost Geurts,
Sponsorship Manager Brand Experiences at Heineken
International. He expects this competition to "claim part
of the music territory in a way only Heineken® can."
Raising the Game for
Global Competition
VIP passes contain a
QR code which can be
scanned online for a
chance to win a trip
to one of the many
Heineken®-sponsored
music festivals across
the world
VIP TREATMENT
Heineken® fans will be given the
opportunity to win VIP tickets, luxury
hotel rooms and transport to one of the
19 Heineken®-sponsored music events
worldwide. Winners will be personally
escorted, to ensure they get the most
out of their VIP experience.
INTERNATIONAL INFLUENCE
With festivals taking place all over the
world - from Singapore to Rio de Janeiro -
the 'Star World Tour' emphasises Heineken's
global position. Not only is the 'Star World
Tour' geographically dispersed, but a
wide range of music styles are represented
- from heavy metal at Rock in Rio to electro
beats at Mysteryland in The Netherlands.
Fans of all music genres will find something
to suit their tastes. And while music is the
focus, many festivals include theatre, dance
performances, workshops and other creative
outlets, all of which contribute to a fun and
enlightening summer festival experience.
Prizes range from four-day trips to
Outsidelands, USA to three days at the
Puerto Rico Jazz Festival.
ONLINE TECHNOLOGY
The 'Star World Tour' will be activated
in both on- and off-trade channels.
When ordering a Heineken® in bars or
restaurants, customers will be given a
coupon or VIP pass containing a QR (quick
response) code. When scanned using a
smartphone or webcam, the code unlocks
an entertaining experience in which
participants find out whether they are
competition winners. For customers buying
Heineken® in-store, the code is located on
the packaging.
Social media will play a major role in
the activation of the campaign, to help
create attention in local markets and
target the right consumers. A code-
finding competition will also be held on
Heineken®'s Facebook page, which offers
fans an additional opportunity to win a VIP
prize package.
SPIRIT OF SUMMER
The campaign's slogan 'Let Yourself Go'
sums up the festival feeling of fun and
relaxation, which complements Heineken®,
and encourages consumers to make the
most of the warm weather to socialise with
friends and travel. The 'Star World Tour'
competition combines both these elements
for the ultimate Heineken® experience.
And with no less than three of Heineken®'s
global music festivals recently recognised
at the European Festival Awards, 'Star
World Tour' players have got even more
reason to try their luck!
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