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Heineken Trades in Street Teams for Jukeboxes

Advertising Age Magazine—Jan. 24 2006—Heineken chose bars to tout its Grammy sponsorship this week using Ecast jukeboxes in bars and restaurants.

The beer maker kicks off a targeted “Go Totally Live” promotion offering viewers a chance to win a trip to the Feb. 8 show in Los Angeles.

The Ecast jukebox network serves as the local interactive connection with its 5,000 bars and restaurants in the U.S., a number that may not sound like a lot, but keep in mind that globally Starbucks only has 8,000 locations. Consumers can also enter the contest through several Web sites, including Yahoo.

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