Heineken bottle plays a starring role in summer contests

05/17/2013 | Mobile Marketer

Heineken is launching a mobile application to promote summer campaign contests featuring a limited-edition 16-ounce bottle that acts as an augmented-reality portal. When a smartphone recognizes a Heineken bottle, the app doles out daily prizes and a chance to win trips to the U.S. Open and the Latin Grammy Awards, for example. "Augmented reality is the best way to elevate the consumer's interaction with the new Star bottle," says Belen Pamukoff, Heineken USA brand director.

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