Heineken USA is debuted it’s “What’s Your Play” portfolio retail program. From January through February 1, 2015, the program includes in-store POS and merchandising elements, cross-merchandising offers and a multi-prize Twitter driven sweepstakes. The portfolio of participating brands includes Heineken, Heineken Light, Dos Equis and Strongbow Hard Apple Cider for their entertaining needs. Consumers follow @WhatsYourPlay on Twitter to answer questions posted every 20 minutes, giving them multiple chances to win a range of Heineken, Dos Equis and Strongbow branded prizes. Participating consumers will automatically receive a bounce back tweet with a MIR (mail in rebate) or IRC (instant redeemable coupon) helping drive repeat store traffic and incremental sales at retail (where legal). In store, 6-and 10-case stackers, expandable pole-toppers, POS and channel specific cross-merchandising offers (where legal) are available.