• Ad Age, Wednesday, January 25, 2006 12 PM

Heineken is offering beer drinkers a chance to win a trip to the Grammy Awards show in Los Angeles next month in a promotion that uses jukeboxes in bars and restaurants as its centerpiece. Consumers can enter the contest through the Ecast network of jukeboxes in 5,000 locations or through several Web sites. The promotion includes virtual signage and video advertising on the jukeboxes, but also offers chances to play trivia games to win free song plays or the chance to "Go Totally Live" to the Grammys. Mike McCann, Heineken USA director-integrated marketing promotions and sponsorships, said that in the first week of the promotion Heineken has seen a 15 percent click-through rate of consumers continuing through to the trivia game. Once in the game, consumers spend an average of 58 seconds with the branded game. "It almost creates a new media channel for us and it's a channel that has been very difficult for us to reach consumers," said McCann. "We often have used street teams that go into bars, but with the expense of that, the level of return is pretty limited. Music is our platform so this was really like all the stars aligning for us with relevant connections direct to the consumer through music."

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