Heineken has teamed with 30 partner bars across London to offer consumers the chance to win a free cab ride in the latest activation of its Open Your City campaign.
The beer brand is set to run the Star Cabs competition on the first Saturday of every month until the end of the year, offering winners a cab journey across London to another venue.
Consumers who purchase a pint of Heineken will receive a complimentary branded wallet encouraging them to download the Star Cabs app at one of the 30 participating venues.
Awareness of Star Cabs will be raised through a combination of outdoor advertising at bus stops, tube stations and as part of the ‘London Unlocked’ print campaign in the Metro.
Andrew Turner, on-trade category and trade marketing director at Heineken UK, commented: “As part of our commitment to helping our trade customers to grow their business, we constantly strive to engage consumers with our brands, but also drive footfall and sales in outlet. The ‘Star Cabs’ project showcases both the premium experiences that choosing Heineken can unlock and the wide variety of exciting outlets in London where Heineken is available.”
The initiative follows the launch of new social tool @wherenext which is designed to help consumers “unlock the secrets of their city” by providing restaurant, café and bar suggestions based on their location.
Last month Heineken and CNBC postponed a branded live entertainment show following the Malaysian Airlines MH17 disaster.