Terrific prizes perfect for the target, simply presented (ya gotta love "Big... friggin'... boat!"), and nicely tied to the brand's spokesbear personality.
And on the critical "Easy to enter" measure, as the materials say: "It's simple." Text in the code from the package, or enter it online. Just about as perfect a summer promo effort as can be conceived.
Good question. Perhaps someone should ask the Heineken promotion folks. Here's the "Open Your City" commercial running coincident with their "Open Your Summer" promotion, all of it lashed together as part of the "Open Your World" global brand zeitgeist.
And "mundane" may be too kind. Because if for some unexplainable reason you actually do go online, curious to find out if there even is a Heineken summer promotion, you discover the Open Your Summer array of "legendary rewards" that looks mostly like yard-sale leftovers.
"No thanks, I think I'll just pick up another twelve of Labatt and try for something really 'legendary.' Like that big... friggin'... boat."
Not long ago, Heineken named a new U.S. marketing honcho on the strength of his having singlehandedly grown their Brazilian business by an almost unbelievable 500%. Heineken's business here, however, is still hurting badly. Tanking, even.
Looks like this summer won't be the beginning of any 500% improvement in the U.S., unless it's for Labatt.