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UK: Heineken taps into text messaging craze

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As part of a £14m (US$19.8m) marketing support package, Heineken is tapping into the mobile text-messaging (SMS) craze with a UK pub promotion, which it hopes will enhance the modernity of the brand and drive business for retailers. Pub-goers will have the opportunity to play a general knowledge quiz on their mobile phones with a reward of a free pint for successful players.


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