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

Branded apps continue to wane

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 fans of European fútbol.

@Chris_Heine Christopher Heine is a New York-based editor and writer.