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Heineken USA Mobile strategy RFP
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Heineken USA Mobile strategy RFP

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Emerging Media Advertising Final Project Borislav Kiprin

Emerging Media Advertising Final Project Borislav Kiprin

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Heineken USA Mobile strategy RFP Heineken USA Mobile strategy RFP Presentation Transcript

  • Drinking Responsibly
    Heineken’s Mobile Perspective
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    1
  • The Rules
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    2
    Meet Mr. Smith
     His age is 21 to 35 
     He makes about $60,000 
     He is Professional / Managerial 
     He is obviously male
     And he is a college grad
    He drinks beer or alcohol
    He has an iPhone or Blackberry
    Communicate a responsible consumption
    TV
    WEB
    MOBILE
    PRINT
    Meet the Market…
    The pocket is $235,000 deep…
    Different platforms, one voice!
  • Spicing Up Things
    Why Mobile?
    What Can Heineken Do?
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    3
  • The App
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    4
    • Distribution model
    • Free through iTunes & RIM App store.
    • GPS location
    • Features
    • Sending GPS coordinates to a taxi or nominated a savior for pick up
    • Cool, funny & viral videos/pictures to view and forward
    • Heineken events promotion (tickets, news, etc.)
    • Locating the closest of the Heineken selling point
    • Sharing with friends feature (Email)
    • NFL, NBA, NHL & Golf news feeds
    Pull Strategy
  • Pull Strategy
    Heineken SMS/MMS Help Line
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    5
    Sings up online
    • Distribution model
    • Mobile network
    • Features
    • SMSes coordinates to Taxi service for pick up (Short code + Address
    • Heineken Events (Short Code)
    • Time Line
    • Initial testing 2 months
    • Evaluation, analysis, optimization and next steps
    Heineken’s Mobile Platform
    MMS with short codes
    Uses a code
    Receives reply with necessary info
  • Budget Allocation
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    6
    All it’s gonna get is
    USD 199,750
  • Measuring Success
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    7
    Mobile App
    # of app downloads
    # of QR code reads from posters
    # of transfers from Heineken website to app stores
    # of app de-installations
    # of GPS locations for taxi service
    SMS/MMS system
    # of signed up Mr. Smiths
    # SMS per a single Mr. Smith
    # codes received per feature/service
    # number of codes per region
  • Contact me @
    BorislavKiprin
    m: +359 879993700
    e:  bk@borislavkiprin.com
    w: borislavkiprin.com
    b: borislavkiprin.wordpress.com
    March 17, 2010
    Emmerging Media - IE MDMK10 - Borislav Kiprin
    8