Consumers enter the sweepstakes through tear-pads in stores. Prizes include the new, $15,000 Flat TV and other entertainment gear from Philips, as well as tickets to a New Year's Eve concert to be broadcast live on VH-1. Details on the concert still are being finalized.
"Entertainment and music is a pretty neat place to be" for the Heineken brand, said Steve Davis, VP-marketing for Heineken.
ADS BREAK IN NOV.
The promotion will be supported with TV spots and other media from Lowe & Partners/SMS, New York. Ads should break in November.
Lowe is working on a new branding campaign, expected to break either in the fourth quarter or the first quarter of 1999. Leading up to that, Lowe has been producing tactical spots, including two designed to support sales of Heineken in cans.
It also will be breaking a TV spot tied to the U.S. Open tennis tournament.