Heineken USA is partnering with experiential marketing platform Gratafy to offer complimentary beers to consumers in key markets nationwide via Facebook and Twitter.
The campaign will connect age 21-and-over fans through social media in Los Angeles, Chicago, San Francisco and Houston, by offering a free Heineken, Heineken Light or Dos Equis at restaurants and bars partnered with Gratafy through November.
Once the offer is activated (or following a brief survey for their time for fans in Los Angeles and San Francisco), fans provide their digital Gratafy code when settling the bill to receive their draft or bottle.
The promotion is the largest social sampling program ever via Facebook, as well as the first time a brand has partnered to sample beer via Twitter, according to Ron Amram, senior media director, Heineken USA.
"Facebook and Twitter are areas where our customers frequent the most, and through Gratafy, we're connecting with them in arguably their most social setting, to offer a complimentary Heineken, Heineken Light, or Dos Equis,” Amram says in a release.
In October, to coincide with Dos Equis' annual Masquerade campaign, customers in Los Angeles and Houston will receive an offer from the Most Interesting Man in the World himself, complimentary for a Dos Equis draft or bottle. '
The promotion began Aug. 25 in Los Angeles, Chicago, and Houston. Consumers will be invited to sample a Heineken, Heineken Light, or Dos Equis via social media or can click on a dedicated webpage.
All users must pass an age gate verifying they are over age 21. A smartphone is required to participate and get a Gratafy redemption code. Gratafy redemption codes are generated per user, per smartphone device, and are only valid at the associated restaurant or bar chosen by the user.
Active Gratafy redemption codes are valid for that user on a one-time use basis at the restaurant or bar at anytime up until the expiration date stated on screen. Users may provide their phone number to retrieve their Gratafy redemption code in the future via text message from their smartphone.