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Heineken and Weve in $745k mobile tie-up

10 July 2013
Heineken and Weve in $745k mobile tie-up

Heineken has teamed up with mobile joint venture Weve in the UK, in a deal worth an estimated £500,000 ($745,000), to promote its Bulmers, Strongbow and Foster’s brands on mobile.

Brokered by Starcom Mediavest Group, the deal will see the drinks giant promote three of its brands via a series of targeted mobile campaigns run on the Weve platform.

The campaigns will launch this month and will run until the end of the year.

The deal marks one of Heineken’s biggest pushes into the mobile space, tying in with the group’s “always on” marketing strategy to put a greater focus on digital and mobile.

“Weve is uniquely positioned in the market, both in terms of targeting capabilities and detailed audience understanding,” says Heineken UK senior brand manager Lynsey Hurst. “It is therefore a perfect partner for our brands to be working more closely with.”

“Implementing mobile throughout our campaigns is key to communicating with our audience and Weve’s ability to delve deeper into results will provide invaluable audience insight,” adds Hurst.

Weve, a mobile joint venture between three major UK mobile operators EE, O2 and Vodafone, will also partner with Heineken on a series of initiatives to research the value of mobile and how it can influence sales.

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Jenni Baker, London

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