Heineken USA Mobile strategy RFP

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Emerging Media Advertising Final Project Borislav Kiprin

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Heineken USA Mobile strategy RFP

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

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