Heineken Sparks Party Upgrades On Social Media – Event Marketer

Heineken Sparks Party Upgrades On Social Media – Event Marketer
Heineken party packages

Heineken Sparks Party Upgrades On Social Media

Heineken set out to give holiday hosts in New York City this month the chance to upgrade their parties with #SparkMyParty, a “delivery service” for of-age consumers. The social media-based campaign kicked off on Dec. 4 and invited Heineken fans to tweet to the brand handle @Heineken_US using the #SparkMyParty hashtag.

Over the following two days, 12 winners were selected in New York City to receive the party package at their doorstep, which included Jambox custom playlists, holiday décor, party favors and a Heineken branded gift card. In addition to the party pack, four party hosts received an “added spark” in the form of such services as a live dj, an event photographer to capture their evening’s festivities, Uber gift cards for guests or a roomful of balloons.

To extend the campaign even further, Heineken opened up #SparkMyParty to the entire country on Dec. 8 and 9, selecting consumers from across the country to win their own party package bearing all the same festive items New York winners received. #SparkMyParty is an extension of Heinken’s global campaign Spark Your Holidays which launched in early November.

“As an upscale beer brand, we know that taking celebrations to the next level is the perfect way to add even more spark to the season for Heineken drinkers, especially since holiday get-togethers are such an important time for our target,” says Priscilla Dohnert, brand director at Heineken USA.

Photo courtesy: Getty Images for Heineken

Rachel Boucher
Posted by Rachel Boucher

Rachel joined Event Marketer in 2012 and today serves as the magazine's executive editor. Her travels covering the experiential marketing in dustry have ranged from CES in Las Vegas to Spring Break in Panama City Beach, Florida (it's never too late)—and everywhere in between.
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