Heineken Netherlands offers rewards through foursquare
One of the biggest challenges for foursquare is finding a way to work with companies that sell their product across a wide variety of businesses, but don’t have their own locations where they can offer specials. An innovative new partnership with Heineken in the Netherlands marks their first attempt at working with a beer brand to reward customers who visit locations where the beer is sold.
Foursquare users can link their account to their Heineken.nl profile in order to earn 10 points with each checkin at a participating bar, cafe or club that sells Heineken. Users who encourage five of their friends to sign up get a 50 point bonus and those with a Heineken e-card receive double points. According to Dutch Cowboys, the points can be redeemed for things like merchandise, tickets to sold-out concerts and VIP tickets to parties.
“The partnership with Heineken is a perfect example of how brands can build their loyalty through creative use of the Foursquare platform,” said Tristan Walker, foursquare’s Director of Business Development. “We are very pleased to deliver this innovative campaign with Heineken to go.”
Participating locations are identified on a map on Heineken’s site with a foursquare logo. Each location also sports one of foursquare’s familiar “Check in Here” clings.
There’s clearly no need to purchase a Heineken product at the locations, but it’s a nice way to reward the loyalty of customers who already have demonstrated an affinity for the Heineken brand by registering a profile on their site. Similar to foursquare’s deal with Pepsi and Vons, everything is based on foursquare’s open API, making it relatively easy for any business to tie foursquare checkins to their customers’ accounts.
What do you think of this promotion from Heineken?
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This deal reminds me of what Tasti D-Lite pioneered with their TastiRewards program, but I love seeing other people take the concept and expand on it. The most unique part of this program with Heineken is that they are rewarding users simply for participating, without requiring them to purchase anything. It may not lead to a direct increase in sales, but the affinity they’re building for their brand is sure to pay off in the end.
Excellent idea. More than just emphasize the coolness of the brand and reward loyal customers, it has a b2b play in that it also rewards loyal -partners- of the brand, reselling their product to the masses. Can’t think of many other examples of campaigns that do that.
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This sounds great! How do they know that each person is 21? Is it because in order to be affiliated with the Heineken website you must enter an age?
[...] Om man vill skapa extra viralitet kan man låta sina kunder tipsa sina vänner om ett erbjudande varpå kunden själv blir belönad. Det har t.ex Heineken gjort. [...]
@Rachel : we know that only adults can participate in this reward program because you need a Heineken.nl membership and for that you need to be 18+ (= age limit in the Netherlands)
Mark – Heineken