
Heineken USA announced the details of its spring 2014 retail and on-premise promotion. The latest chapter in the brand’s Legends campaign, Heineken’s Take the Stage program invites adult consumers, 21 and older, to enter Heineken’s national sweepstakes for the chance to be a part of one of three Heineken sponsored venues: the set of the next James Bond film, DJ-ing at the Heineken House at a 2014 music festival or center court at the 2014 US Open.
Heineken is investing $10M to increase awareness and encourage participation in the brand’s fully integrated Take the Stage promotion. Targeted TV and digital advertising, traffic-stopping retail and on-premise merchandising and POS materials and channel specific IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) will encourage consumers to engage with Heineken for a chance to claim their “15 minutes of fame on one of the world’s most exciting and sought after stages.”