Went skiing Saturday at Gore Mountain in upstate New York. It was a great day on the slopes. Sunny, fresh snow, new trails, friendly lift dudes, I didn't break anything ~ it was all good.
In the mood for a frosty Heineken after our day, we aimed for the lodge before heading home. Tables were all taken, no immediate available seats at the bar...nice crowd. (I internalize happy thoughts for the economy.) We were told fireworks and a torch parade were scheduled for dusk. ( Bonus, if I'm still awake.) We were able to snag a couple of seats and settled in ordering wings to go with our beer. I noticed a branded Heineken sign dangling over the bar. I thought with a restaurant full of windows, that was a good place to hang a promotional sign. I definitely noticed it.
We were approached by two really pretty girls wearing Heineken Light t-shirts.
"Since you ordered Heineken you get this giveaway and a ticket to win more prizes". and handed us a cool bottle opener and a little red ticket. Nice, I didn't even know anything was going on with Heineken today. So there is a reason that sign is dangling from the ceiling. We relaxed, talked about our great day and enjoyed our food.
Being the Brander that I am, I couldn't help but be aware of the "Heineken promotion" that was or wasn't going on. Where was it? Was there really one going on? Here is the end of the day. Packed restaurant, lots of people moving in and out of the place ~ Perfect opportunity. THE opportunity really, to get the buzz going that "Heineken" is in the house. But nothing. I peeked around for the girls...back in the corner, totally out of the crowd chatting to each other. I thought, geez I'd be sad if I was Heineken. This could be run so differently. I wanted to get up and take over. This promotion needed energy, it needed life. Here is a Triiibe, a group of like minded ~ chapped faced people in a great mood. They have all spent the last few hours gliding down a beautiful snow covered mountain ~ not everyone in the world does this crazy sport. They would happily chat up, share their experiences and revel in meeting new friends. I think it was a great opportunity for a brand to step in and get the party started, get a conversation going, start some Heineken connections. I believe the patrons would've associated the Heineken brand as one of the positive key ingredients to ending a day on the slopes. (Ever wonder why you think Corona if you consider having a beer at the beach?)
After a little over an hour with a full belly and warmed toes, it was time to go home. "Hmmm, wonder what the prizes were? Where are the promoters? Ohhh...still back in the corner chatting. Wonder if anyone else received an opener?"