Heineken’s Announces Partnership With Bruno Mars’ 24K Magic World Tour For 11 Indiegogo-Funding “The Cities Project”

Heineken announced on Wednesday it is teaming up with Bruno Mars’ 24K Magic World Tour as part of its upcoming “The Cities Project” Indiegogo initiative. The adult beverage brand revealed this summer, those who back on of the 11 locally relevant Indiegogo campaigns will receive tour tickets.

Speaking about the partnership, Katharine Preville, brand manager of Heineken, stated:

“We are excited to be partnering with the Bruno Mars 24K Magic World Tour, which will be not only the biggest of the year, but hugely relevant to our Millennial target audience. Millennials are generous with their charitable donations, and nine in 10 would switch brands to one with a cause. Combine this with the fact that 60% of Millennials consider Heineken for their next purchase (+28% higher than Imports average), and Heineken shoppers spend and shop +16% more than the average beer drinker, the proposition is a homerun. Bruno Mars is as hot as it gets,” continued Preville. “Our target consumer relates to his heritage and to his music.”

Preville went on to add:

“Multiple constituents stand to benefit from this program. The 11 funds throughout the U.S., and consumers and the retailers who support the effort, will be rewarded for their participation. With tickets to the Bruno Mars 24K Magic World Tour and a donation toward community improvement, it’s a win-win. In fact, retailers that have leveraged passion projects to support their communities have seen a +7% sales lift, delivering higher dollars while appealing to more valuable shoppers during multiple summer drinking occasions. We think there’s something for everyone with this program.”

The Cities Project will kick off this upcoming summer.


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