CASE STUDY

Heineken

Heineken

Heineken

CHALLENGE


Heineken wanted to engage with their desired target audience (rugby fans) on a match day in a new enhancing and innovative way. Heineken wished to tap into the existing sponsorship and to use real-time location to bring about customer and engage with them at the key moment. They also wished to show that their customers loyalty and long-lasting relationship is highly appreciated by the brand.

OBJECTIVES


  • Customer Engagement
  • Customer Experience
  • Brand Loyalty
  • Interaction

Heineken

iMOBMEDIA STRATEGY


There is no better customer engagement than the relevant and valuable engagement at the right moment. Using our real-time location-based mobile targeting, iMOBMEDIA was able to identify the specific target audience inside the venue within 200 m, at the RDS stadium during the game at the key moment. The campaign was design to target males aged 18-34 being specifically inside the stadium.

By leveraging O2 customer rugby fan base, iMOBMEDIA targeted this persona only, who received an interactive SMS at the specific and relevant time, offering a chance to win tickets to the next round if Leinster team won that match.

Heineken

RESULTS


Using location-based SMS solution, iMOBMEDIA platform enabled to achieve an impressive response rate of 12% for the campaign. But not only was the response rate positive, the engagement level and loyalty aspects were not forgotten by the rugby fans during the match. Independent market research was done on our platform and it found that 20% of all those that recall receiving the text showed it to others - on average to 8 other people. Among those who received the text, their Net Promoter Score (NPS) is higher than those who did not receive the text.

KEY TAKEAWAY


Heineken effectively utilised real-time location-based mobile marketing through iMOBMEDIA LBM solution. By identifying the right moment, our LBM platform helped Heineken to boost brand engagement and loyalty, representing 12% boost in response rate.


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