Brand Awareness for Heineken's New Beer Quickly Reached 23% With Mobile Push

Tactic pays off for tequila-inspired drink

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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