SAMPLING TOURS AND CONTEST
MANDATE AND CONCEPT
DISTRICT was mandated to organize a promotional sampling tour in select bars to offer targeted consumers the perfect taste experience in a Heineken draft or bottled beer. DISTRICT also created the tour information and promotional material (graphics, sales sheet, banner, backlit and standard posters).
SAMPLING TOUR OBJECTIVES
Emphasize the importance of the Heineken serving ritual to bar staff and explain the technology behind the new ‘Star Serve’ glass
Encourage consumers to taste Heineken to discover or rediscover the product
Educate consumers on how the Heineken experience enhances beer with its elegant bottle, the right glass, and the coaster
Boost Heineken sales in targeted establishments
On-site, the ambassadors identify approximately 50 consumers and introduce them to Heineken with samples of draft or bottled beer
After distributing the samples, the ambassadors ask consumers for feedback and offer them a ticket to enter the SMS and website contest
The ambassadors make the SMS draw on-site and present the Heineken Beertender winner with their prize in person
NUMBER OF LOCATIONS
Our ambassadors hosted promotional sampling activities in 20 locations (10 in the Montreal area, 10 in the Quebec City area).