Brewing behemoth Heineken says its developing a social media strategy that capitalizes on real-time marketing in order to target consumers on mobile devices.
According to a report Wednesday from Warc, one aspect of the firm’s new approach will be developing real-time “second-screen” experiences.
An example of this could be a Heineken-branded game aimed at consumers watching a sponsored event, like a match in the UEFA Champions League.
The creation of Facebook apps will also factor into this emerging strategy, the report confirms.
“We’re working on projects at the moment that are building on consumer behavior rather than interrupting it,” explains Jeremy Brook, head of digital strategy and media innovation at Heineken.
The shift toward a social media marketing strategy resulted from the company’s discovery that its customers are increasingly using multiple connected mobile devices.
“This learning has made us look at how we build a capability around real-time marketing to make sure that adult drinkers want to have conversations with our brands,” Brook says.