Market research
The 800.com/Heineken/Amstel Light "Shop. Click. And Save." promotion, which runs November 6 through December 3, 2000, will be offered via Heineken/Amstel Light point-of-purchase displays at more than 14,000 stores nationally. At the displays, consumers can obtain Web decoder cards that reveal discounts on 800.com's Web site -- although the decoder cards have no effect on discount amounts, discounts are revealed by simply holding the decoder cards up to scrambled artwork on the computer screen. The promotion delivers over 1.2 million decoder cards, each offering discounts that range from $10 off purchases of $50 or more, $25 off purchases of $100 or more, and $100 off purchases of $300 or more.
"800.com is thrilled to partner with a brand that is as strong and highly regarded as Heineken," said Tim Zuckert, vice president of marketing at 800.com. "There is an excellent fit between Heineken and 800.com's customer demographics -- and this is a creative way for an Internet-only and traditional brand to partner. Most important, this is a tremendous holiday value for our customers."
"The 800.com/Heineken/Amstel Light promotion is fun and perfectly timed," said Scott Hunter-Smith, brand manager, Heineken. "We are excited to partner with a market leader like 800.com to tap into the excitement of consumer electronics and e-commerce in general. Our customers are drawn to the convenience of the Web and the remarkable tools it offers to help them make an informed purchase decision -- something for which 800.com has won top honors."
"Our customers will be excited about both the discounts they will find and, even more so, 800.com's impressive selection of all the best electronics brands and its outstanding customer service," Hunter Smith added.
How It Works
Once participants obtain an 800.com/Heineken/Amstel Light "Shop. Click. And Save" decoder card, they will go to 800.com's Web site to decipher savings. At 800.com's Heineken page, participants will first provide basic customer information and the card's six-digit authorization code. They will then automatically go to an 800.com Web page featuring scrambled artwork that contains a hidden message revealing their discount. To reveal their discount, participants simply hold the decoder card over the scramble artwork on their computer screen. Each household is limited to one Web decoder card. Decoder cards may also be obtained by sending a self-addressed, stamped envelop to 800.com Decoder Offer, P.O. Box 8719, Westport, CT 06888.
Heineken USA, Inc., the nation's largest beer importer, is a subsidiary of Heineken N.V. (Netherlands), which is the world's second-largest brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Special Dark; Amstel Light, the largest-selling imported light beer brand; Murphy's Irish Stout; Murphy's Irish Amber, and Buckler non-alcoholic brew.
About 800.com
800.com is a leading online specialty retailer of consumer electronics, movies and music, and an authorized Internet retailer for Sony, Pioneer, Toshiba and over 65 other leading consumer electronics brands. The site provides customers with all of the tools they need to make an informed purchase decision, including in-depth product information, side-by-side product comparisons, and toll-free and online access to trained product specialists. 800.com was recently named one of Forbes' "Best of the Web" and the number-one online consumer electronics retailer by Forrester Research's PowerRankings(TM). 800.com is based in Portland, Oregon. For more information about 800.com, visit the company's award-winning Web site at www.800.com.
Companies: Heineken
