Heineken USA's mobile marketing mandate: Stop the thumb
Stephen WhitesideWarc
Heineken USA, like almost all major brand owners, can call on various metrics to demonstrate the effectiveness of its mobile marketing.
But perhaps the most telling sign of engagement, at least for Ron Amram – the company's senior media director – involves causing a consumer to pause for thought during their digital journey.
"You want to be able to stop the thumb as people are scrolling past your ad," he explained.
Speaking at Advertising Week 2014 in New York, Amram outlined how the brewer had arrested wandering...