In order to boost Heineken sales at News Cafe bars we came up with the Heineken Wanna Be A Rockstar Promotion. To make the Heineken experience more interactive we prompted people to phone in and record their acceptance speech like a rockstar in order to stand a chance to win a trip for two to live like rockstars in New York for a week with VIP treatment. They could phone in and listen to their friends speech as well. All they had to do was buy a Heineken at any News Cafe bar receive a scratch card from the bar tender phone the number provided and record their acceptance speech. The campaign was supported by radio ads, street pole ads, in store posters, 7inch album table talkers, gold & platinum record mobiles, coasters, t-shirts & caps and button badges.
