Heineken

FIVE STAR Network

 Find Your Place as a Brand and Own It

People Are Looking for Experience Money Can't Buy

People are more likely to enter a promotion if the prize is an experience.

If the perception is that this experience is so exclusive that you cannot purchase it, they ’re even more likely to enter.

For Heineken’s target demographic, upscale experiences are the triggers. 

Aspiration Is the Name of Heineken's Game