• by Tanya Gazdik , December 7, 2014

Heineken is launching a real-time social response delivery service in which consumers are surprised at their homes with a Heineken van which delivers party items.

Called #SparkMyParty, the real-time party plus-ups include music, treats and décor. The deliveries began Dec. 5 and 6 in New York City and will continue Dec. 8 and 9 nationwide.

The beer maker also is partnering with UrbanDaddy to bring nearly 250 unexpected #SparkMyParty surprises to get-togethers in Los Angeles, Miami, Chicago, San Francisco, Atlanta, Houston, Philadelphia and Boston.

Heineken’s target audience is men of legal drinking age “who are looking to experience a legendary and rewarding holiday season,” says Ralph Rijks, vice president, Heineken.

“Heineken’s brand goal is to stimulate men to go outside their comfort zones so they can get more out of life,” Rijks tells Marketing Daily. “Our past social experiments for campaigns, including Departure Roulette and Guest of Honor, and our heritage in using digital and social to reach our customer -- have brought this to life in a multitude of ways.”

Heineken wants to leverage the recent trend of the real-time, home-delivery services, adding a unique Heineken twist, he says.

“Additionally, since Holiday get-togethers are such an important time for our target, Heineken launched #SparkMyParty to challenge guys to be open to unexpected surprises,” Rijks says.

Consumers who are interested in the giveaways can tweet @Heineken_US with #SparkMyParty with the reason why they deserve to have their party sparked.

For the UrbanDaddy sponsored parties, consumers can enter for a chance to win at spark.urbandaddy.com until Dec. 19.

The promotion is an extension of Heineken's global campaign, Spark Your Holidays, which launched Nov. 10 with a new TVC, "Imagine," and will continue throughout the holiday season with seasonal packaging, on- and off-premise promotions and national social and digital media, coupons and savings and Holiday "spark" content on Heineken.com.