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,"...