Four "mobile truths" from Heineken
Stephen WhitesideWarc
By now, most serious drinkers have learned to hold a beer in one hand and check their smartphone with the other.
For Heineken – the brewing group that, alongside its eponymous beer, owns offerings like Dos Equis, Newcastle Brown Ale, and Amstel – that fact has profound implications for how it engages consumers.
"What it really boils down to is that mobile can have an impact at any point of a consumer's experience with a brand," according to Ron Amram, Heineken USA's senior media director, "whether it's at the very beginning at...