UK: Game Heineken sees on-line marketing boost
The game, which is based in a virtual bar, is proving a major attraction said Heineken with a record number of players attempting to flick the peanut along a pub bar into a beer glass - just like the man in the current Heineken advertisement.
Sales and marketing director for Heineken, James Dickson said: "It seems from the response that the game has really captured the imagination of sports fans - just like the Heineken Cup itself and our current TV advertising campaign.
"The game is proving one of the most popular attractions. But we are also receiving a high level of visits from people who want to use other sections of the site to keep up-to-date with news as we reach the final stages of this year's tournament," he added.
The original advertising campaign is part of a £5m investment package behind this season's Heineken Cup. The online "Peanut Challenge" has been developed by agency.com in London.
"This year's Heineken cup game was a great campaign to work with. We wanted to create a game that was addictive and challenging for all users, whether advanced online gamers or novices. We have tripled the desired results in just one month of the campaign going live - European Club Rugby at its best," said Jon Sharpe at agency.com.
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Heineken has restructured its top management, in a move that includes the retirement of current CEO and chairman Thony Ruys from October this year....
Heineken said yesterday that its Austrian subsidiary Brau Union AG has signed an agreement for the divestment of its Real Estate Division. This division comprises all non-business related real estate ...
Heineken has acquired a 40% stake in a Chinese brewery....
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