Home delivery is a big trend these days, with car services like Uber and Lyft teaming with brands for one-off campaigns. Now Heineken is putting its own twist on the trend by partnering with lifestyle website UrbanDaddy to deliver pale lager.
On Thursday, the Dutch beer brand launches a Twitter campaign encouraging people to tweet why they want to win a Heineken-themed holiday party, with the hashtag #SparkMyParty. The winners will receive a box of holiday party goods, including of course, Heineken beer. The prize also comes with décor like balloons, a DJ, a photographer and a set of gift cards from Uber to shuttle people home safely.
Outside of New York, Heineken will award prizes like New Year's Day brunch and gift cards in eight cities, including San Francisco, Boston, Chicago, Atlanta and Los Angeles.
The tweets will be vetted in real-time, and the brand will deliver party packages to tweeters in New York on Friday and Saturday.
The social media initiative is the latest example of the beer brand partnering with publisher UrbanDaddy, in part to target men. In 2010, Heineken gave away drinks at a UrbanDaddy summer party and was involved in the 2011 launch of Urban's sister site, Manero.
"Heineken's goal is to inspire men to go outside their comfort zones so they can get more out of life," said Ralph Rijks, vp of Heineken. "With #SparkMyParty, Heineken wanted to leverage the recent trend of the real-time, home-delivery services, adding a unique Heineken twist."
This week's effort is part of Heineken's broader "Spark Your Holidays" campaign, which also includes promotions, special packaging, TV and digital media components. A couple weeks ago, Heineken used Twitter Cards to give out coupons for $4 off.
Twitter, in particular, seems to be a sweet spot for Heineken. Earlier this year, the brand launched a location-based service dubbed Where Next. Similar to #SparkMyParty, consumers can tweet at Heineken to find nearby bars in real time.