Heineken pursues constant, more global outreach via mobile

04/29/2013 | MarketingWeek.co.uk (U.K) (free content)

Heineken aims to create a mobile marketing strategy with global appeal that takes advantage of users' second-screen viewing in real time. "The key insight we've taken from our partnerships with Google and Facebook over the last year is how much more connected devices our target consumer has access to now. This learning has made us look at how we build a capability around real-time marketing to make sure that adult drinkers want to have conversations with our brands," said Jeremy Brook, Heineken's global head of digital strategy and media innovation.

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MarketingWeek.co.uk (U.K) (free content)