Heineken Brings Summer “Blok Party” to Retailers
Heineken has unveiled an online and SMS promotion that will get a lot of in-store visibility this summer: a “Blok Party” sweepstakes and instant-win promotion that offers to pay for a party for the neighborhood.
Launched in early June, the campaign from agency G2 lets users enter either by texting “GREEN” to short code 49737 or by submitting their entry online at the main Heineken page. That application will enter players in both the instant win game and the “Blok Party” sweepstakes.
The two sweepstakes winners, randomly selected on July 31, will win a block party for up to 50 guests over 21, including two hours of live entertainment, a DJ for the rest of the musical duties, gourmet catering with non-alcoholic beverages included, and various interactive attractions including a large gaming console. The approximate retail value of each party award is about $50,000.
As Heineken makes clear in its contest details, the grand prize “Blok Parties” will not include beer or any kind of alcoholic drinks; winners will have to provide those themselves. Also, while Californians can enter the instant-win portion of the game, they can’t play the sweepstakes; and citizens of Tennessee can’t play either one.
Other prizes in the sweeps will include three outdoor entertainment systems with rear-projection video, and nine sets of a music entertainment system with iTouch MP3 and docking station, and a BeerTender appliance for pouring draft beer at home.
Contestants can also win more than 59,000 instant win prizes in the form of song downloads from the EMusic store. Winners chosen at random will get their download codes instantly, via SMS if they filed their entry form in that channel, or on The Web site message or in e-mail if they went online to enter.
The “Blok Party” sweepstakes will be promoted in liquor stores, supermarkets and convenience stores with display materials meant to get shoppers to stock up on party essentials, including Heineken and Heineken Light.
