Heineken “Blok” Party
HEINEKEN and HEINEKEN LIGHT are running a summer retail program encouraging consumers to host a Heineken “Blok” Party. The program will run through August in retail outlets nationally. Beginning in June consumers can enter to win through text or online one of two grand prizes: a Heineken “Blok” Party that includes live entertainment, catering and interactive leisure sports. The party will be held in his/her neighborhood (pending special constraints and ability to procure permits) on or near Labor Day. In addition, 12 secondary prizes will be awarded. These include outdoor entertainment systems, music systems, Beertenders as well as music downloads. The effort will be supported off-premise with a variety of displays and cross merchandising.