Goes Mobile For Heineken

NEW YORK — today announced that the company’s EU Applied Concepts Lab has licensed its first commercial product. Called eText Message Trivia, the proprietary technology was developed at’s New York and London offices, and will be used to promote Heineken beer.

EText Message Trivia is a mobile phone-based trivia game that’s meant to entertain pub-goers while delivering a Heineken message. The game uses text message (SMS) technology to allow patrons to play pub trivia at anytime and potentially win free pints of Heineken beer. claims that this is the first game of its kind, dubbed by the Applied Concepts Lab as eContextual Mobility.

The promotion will be available in pubs throughout the United Kingdom from June 18 through July 13.