Emerging Media Advertising Final Project Borislav Kiprin

1. Drinking Responsibly Heineken’s Mobile Perspective March 17, 2010 Emmerging Media - IE MDMK10 - Borislav Kiprin 1

2. The Rules March 17, 2010 Emmerging Media - IE MDMK10 - Borislav Kiprin 2 Meet Mr. Smith His age is 21 to 35 He makes about $60,000 He is Professional / Managerial He is obviously male And he is a college grad He drinks beer or alcohol He has an iPhone or Blackberry Communicate a responsible consumption TV WEB MOBILE PRINT Meet the Market… The pocket is $235,000 deep… Different platforms, one voice!

3. Spicing Up Things Why Mobile? What Can Heineken Do? March 17, 2010 Emmerging Media - IE MDMK10 - Borislav Kiprin 3

5. Free through iTunes & RIM App store.

6. GPS location

7. Features

8. Sending GPS coordinates to a taxi or nominated a savior for pick up

9. Cool, funny & viral videos/pictures to view and forward

10. Heineken events promotion (tickets, news, etc.)

11. Locating the closest of the Heineken selling point

12. Sharing with friends feature (Email)

13. NFL, NBA, NHL & Golf news feedsPull Strategy

15. Mobile network

16. Features

17. SMSes coordinates to Taxi service for pick up (Short code + Address

18. Heineken Events (Short Code)

19. Time Line

20. Initial testing 2 months

21. Evaluation, analysis, optimization and next stepsHeineken’s Mobile Platform MMS with short codes Uses a code Receives reply with necessary info

22. Budget Allocation March 17, 2010 Emmerging Media - IE MDMK10 - Borislav Kiprin 6 All it’s gonna get is USD 199,750

23. Measuring Success March 17, 2010 Emmerging Media - IE MDMK10 - Borislav Kiprin 7 Mobile App # of app downloads # of QR code reads from posters # of transfers from Heineken website to app stores # of app de-installations # of GPS locations for taxi service SMS/MMS system # of signed up Mr. Smiths # SMS per a single Mr. Smith # codes received per feature/service # number of codes per region

24. Contact me @ BorislavKiprin m: +359 879993700 e: bk@borislavkiprin.com w: borislavkiprin.com b: borislavkiprin.wordpress.com March 17, 2010 Emmerging Media - IE MDMK10 - Borislav Kiprin 8