White Plains, New York-based Heineken USA, the exclusive beer and hard seltzer partner of UBS Arena, geared up for the New York Islanders’ opening night on Nov. 20. In the lead up to opening night, Heineken USA partnered with The Bachelorette star Tyler Cameron to tap the inaugural keg on the Heineken Terrace Bar, the open-air setting with views of historic Belmont Park.
The Terrace – one of four Heineken-branded bars – will be a place for fans to gather for a Heineken as the action unfolds. Alongside Cameron’s appearance, Heineken USA partnered with WBAB Radio to give Islanders fans a chance to be one of the first to enter the new UBS Arena on opening night. Ten winners scored a pair of tickets and received a private tour of the Islanders’ new home, an on-ice photo op and an exclusive pre-party on the Heineken Terrace.
Continuing beyond opening night, Heineken USA is offering an enter-to-win sweepstakes running through April 17, encouraging Islanders fans to purchase a Heineken for a monthly chance to win two tickets and a VIP experience, to catch the action at center ice at an Islanders game in the new arena.
“The goal of the partnership with Tyler Cameron, the first-fans giveaway and the sweepstakes is to drive awareness of the new UBS Arena and our partnership with the New York Islanders through engaging in-market activations,” said Pattie Falch, director of partnerships and consumer experience for Heineken USA. “Not only are we bringing Heineken to Islanders hockey fans through strategic branding, but we are bringing Heineken to fans in the form of engaging in-market activations that drive trial.”
In-store POS and merchandise for the on- and off-premise sweepstakes include a tuck card, cooler decals, schedule banners, schedule posters, table tents, pennants, jumbotron pole toppers, LEDs, metal tackers, tap toppers, glassware, flags, stadium cups, jerseys, stanchions, beanies, hoodies and T-shirts. The comprehensive sweepstakes is supported by social media assets driving awareness and consumer engagement.