Marketing

摘要

Heineken, White Plains, N.Y., is inviting consumers to enjoy its beverages on-premise through interactive music experiences that the company has dubbed "Plug into Summer." The marketing campaign began in May, when the company launched an iPod Touch application that tested consumers' music knowledge and provided exclusive music content. To access the application, participants scanned or text messaged a code displayed on Heineken and Heineken Light table tents.