Mobile advertising has long been regarded as a tactic for retailers and brands to drive conversions and lead generation, but that stereotype is changing to favor brand-building, according to Heineken's senior media director Ron Amram.
During a session about mobile and native advertising at Advertising Week, Amram talked about a campaign that the beer company is employing this year to launch a new brand called Desperados, which mixes beer and tequila flavors.
Desperados is a high-energy beer brand and is only sold in the southeast region of the U.S.
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