Heineken approaches millennials with a strategic mix of mobile marketing

The beer brand Heineken is developing a mobile marketing strategy that mixes technology with artisan beer distillation processes to catch millennials and artisan beer fans attention and thus increase their sales. The innovation is called BrewLock and is a sort of portable microbrewery that can be used only once and works with a Heineken application where there is a 3D demonstration of the technology. The application seeks to keep Heineken at the forefront with the millennial audience among beer companies.“Heineken is the first beer brand that uses its distillation technology as a marketing brand. BrewLock´s technology is a revolutionary way to deliver our beverage maintaining its quality”, said Mark Lang, Commercial Marketing Manager at Heineken USA. “We also want to make sure that as many people as possible enjoy the benefits of our new mobile application”.The creation of this application responds to the intention of reaching the young target that consumes most information from their mobile phones. One of the application´s options is a bar tracker, that shows where you can enjoy the BrewLock experience.The users of the application can win more than 2,000 prizes, including a trip to Amsterdam, to the Heineken factories. This application could change the course of marketing strategies for alcoholic beverages .