Heineken targets U.S. soccer fans with Foursquare integration

02/18/2014 | Adweek

Heineken hasn't seen much success with its branded applications, so the brand is turning to Foursquare to target U.S. fans of European soccer leagues. Heineken is tying Foursquare check-ins during UEFA Champions League games with chances to win trips to Europe and other prizes. "With Foursquare, it's about connecting with consumers and rewarding them. We actually use data to create a consumer benefit, and that's a first for us as a brand," said Heineken Brand Manager Bram Reukers.

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