My Marketing Campaign: Heineken Sweepstake

 My marketing campaign for Heineken would focus mainly on the commercials being showcased more online in less aggressive manners. As Heineken has already done giveaways, I believe that a contest that allows them to partake in the lifestyle we may advertise is also something considerably interesting. This means a contest that invites an individual and up to 4 of their good friends to an all-expenses paid festival and a $1000 worth of Heineken that can be distributed amongst their family and friends.

Rules:

The giveaway would partake on all social media platforms as this will be a contest that we rarely hold. The rules would include the following for the Instagram account:

1.     Be a Canadian citizen over the age of 18-years-old

2.     Fill out our digital form (more info below)

3.     Like, subscribe or follow our Instagram

4.     Comment on the Instagram photo

5.     Tag two of your friends for additional entries

The contest via our Facebook and Twitter accounts will be very similar but instead of tagging a friend, share and retweet the posts. We will also provide links to our digital form so that the participants can fill out the form and guarantee that they understand and consent to the rules. As this is a contest that is revolving alcohol, we have specific regulations that we must follow.

Purpose:

The main purpose of the sweepstake is that Heineken seems to have a bigger reach than Stella Artois as they’re more established and know their demographic much more as well. The marketing will be directly aimed towards the target demographic and they will most likely attach as this peaks their interests and requires little to no effort. The contest will also attract newer customers as current customers share and promote our social media accounts. They’ll generate hype and as they understand it may be an annual occurrence, they’ll be more prepared, but with each year we change the contest rules. We lean in with this free social media promotion, but next year have increase the amount of entries with the purchase of 6-packs

Heineken vs. Stella Artois: BLOG OFF!

Heineken’s Blog

Below is a link to the official Heineken Blog website:

http://heinekenusa.com/news-room/blog/

Heineken’s blog focuses on many different aspects of the company. This can include the introduction of new products, sponsored events or even general information regarding the products that they sell. The website also includes an archive of information that had been posted on the website dating back to December 2013.

Sponsorships:

Upon announcement, Heineken also uploaded the Coachella’s 2017 lineup due to the brand being a sponsor of the massive music festival that takes place in California (United States).

Social Initiatives:

Unlike Stella Artois’, Heineken does not showcase their social initiatives as a marketing technique. The company seems to keep their initiatives in a very low aspect whether it be general partnership or expected within the market. The company posted a blog discussing the benefits of recycling. November 16^th 2016 was America Recycles Day and in collaboration, the company helped raise awareness. This includes providing a link to where individuals can go to partake and the steps and overall process that is undergone. They also disclose that they will be investing $21 million dollars in support to the initiative.

Heineken’s Recycle Post:

 http://heinekenusa.com/2016/11/heineken-usa-recycling-partnership-celebrate-america-recycles-day-november-15th/

Stella Artois’ Blog

Stella Artois does not currently have a website blog and that limits their ability to connect with their customers on a more personal level. The company is not able to speak openly to a market that may care for what the beer is made of, how many calories are within it and even the initiatives that the company may be focusing on. While the company does focus on their currently clean water campaign in collaboration with water.org, the company would have an extended reach by posting blog posts online and linking them via their social media accounts.