Heineken is running “Plug into Summer”, a promotion aimed at bringing music experiences from some of the hottest artists in the US – Kid Cudi, The Hold Steady, Cold War Kids, Tito El Bambino, and more – to consumers through Labor Day. The program combines promotional packaging, state-of-the-art shot code technology, and in-store programming with brand experiences in major cities, merchandise tie-ins with partners such as Fender Guitars, and PR, digital and media activation. Interactive retail displays, featuring light, sound and themed enhancers, including branded guitars, iPod docking speaker with amp and lighted music towers, will create in-store music destinations that feature promotional packs, summer entertaining guides, cross merchandising offers and Heineken and Heineken Light consumer sampling. Promotional packaging directs consumers to look “under the cap” and claim one of 53 million music rewards available. Rewards range from downloads of exclusive music tracks to access to music events. On-pack shot code technology allows the consumer to instantly receive a Heineken Music Challenge app by downloading the on-pack code. Instant redeemable (IRC) and mail-in (MIR) cross merchandising offers are also available.