Heineken is hoping more people will taste its beer through a digital sampling campaign that prompts consumers to redeem a coupon on their phone for a free drink.
The brand will use Facebook and Twitter to promote the offering in partnership with experiential marketing firm Gratafy, which will power a site where users can enter their phone number to receive a coupon and then choose which bar or restaurant they’d like to use it at.
The campaign is rolling out in a number of US cities including Los Angeles, Chicago, and San Francisco.
Ryan Halper, cofounder of Gratafy, said of the stunt: "Gratafy has always been about connecting people to memorable experiences, which often take place around food and drink. We are excited to power this innovative Heineken sampling campaign and let thousands of people try Heineken's products at the places they're best experienced, inside great bars and restaurants."
Consumers will first have the option to sample Heineken, followed by a Heineken Light launch on 8 September and Dos Equis in October.
Heineken isn’t the first drink brand to leverage social media for sampling efforts. Earlier this year, Coke Zero unveiled a massive digital sampling campaign during March Madness where fans could use Twitter and Shazam to redeem coupons for a free Coke Zero.
Recently, Coke Zero announced that it is releasing a new installment of the campaign in partnership with ESPN for college football season.