Heineken Is Turning to Foursquare to Target U.S. Fans of European Football

Branded apps continue to wane

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In soccer parlance, mobile is like the corner kick of digital brand marketing while something typically easier to score off of, such as search, is more akin to a free kick. But Heineken, for the next three months, is going to try to bend it like Lionel Messi (or Beckham of old) with Foursquare, targeting U.S.-based

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