Heineken® unveiled its second phase of the Savor Your Summer program, designed to encourage legal drinking age consumers to make their “last summer gatherings legendary” through September 30. Savor Your Summer activation at retail and on-premise features media support, a mobile consumer engagement platform with occasion relevant daily prizes awarded and special offers. Heineken’s “Open Your City” TV Campaign seeks to drive consumers to their local retail outlets throughout the promotion period. In store display and POS materials including pole toppers and cross-merchandising case stacker displays along with channel specific IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) encourages shoppers to choose Heineken or Heineken Light and enter a daily sweepstakes for a chance to upgrade their end-of-summer entertaining. On-premise POS elements including posters, table tents and drink coasters featuring unique key words will encourage patrons to engage with Heineken and enter the sweepstakes.