Heineken Campaign Offers Consumers Chance to Win Free Cab Ride

Heineken Campaign Offers Consumers Chance to Win Free Cab Ride

Beer company offers patrons a tour of London in luxury just by buying a drink

Sara Roncero-Menendez
  • 11 august 2014

Two things that do not go together are drinking and driving. Thus, the cab is often the go-to mode of transportation for those who have spent the night at the bar but need to get home, making for a much better and safer mix that has yet to go out of style. Beer company Heineken noticed this iconic pairing and created the Open Your City campaign for those who want to partake in their tasty product and see the sites.

Heineken has created a brand new fleet of Star Cabs just waiting to take Heineken drinkers on a personal tour of London. All the patrons have to do is download an app and use it to buy a Heineken pint at specific “destination bars”, located in Clapham, Brixton, Angel, Camden and Notting Hill. From there, they can request a Star Cab and will be alerted by text message if they have won a trip to another bar in a different area, urging Londoners to leave their typical areas and explore the city a little more. This contest happens every first of the month until the end of the year

Andrew Turner, on-trade category and trade marketing director at Heineken UK, tells The Drum:

As part of our commitment to helping our trade customers to grow their business, we constantly strive to engage consumers with our brands, but also drive footfall and sales in outlet. The ‘Star Cabs’ project showcases both the premium experiences that choosing Heineken can unlock and the wide variety of exciting outlets in London where Heineken is available.

While this program is only available in England, it follows that if it is successful, a legion of Star Cabs might soon be available in other parts of the globe. Imagine hopping from a bar in SoHo to one on the Upper West Side in New York City in a green cab, or visiting bars in Hollywood and Studio City in Los Angeles. Just make sure the beer you buy is the kind that will take you places.

Open Your City

[h/t] The Drum, Marketing Magazine


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