Heineken embraces "moment marketing"

This event report outlines how Heineken USA, the brewing group, is using proximity marketing to engage with consumers across different moments and touchpoints.

Heineken embraces "moment marketing"

Stephen WhitesideWarc

To assist its brands in engaging consumers everywhere from sports stadiums and music festivals to corner liquor stores, Heineken USA is using a variety of proximity marketing tools such as beacons, apps and near field communication (NFC).

"We really do look at the traditional marketing funnel – high-level awareness from TV [commercials] all the way to selecting your Heineken in-store – as something where we can find points to connect that path, and help convert awareness to conversion in a much shorter span than the way we have ever been able to before,"...

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