Four “mobile truths” from Heineken

This event report sets out four mobile 'truths' identified by Heineken, the beer brewing group, in the US - and gives examples of how the company has leveraged these truths with its brand.

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...

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