Want to win Australian Open tickets? Serve up an ice-cold Heineken (with just the right amount of head).
Heineken has announced it is behind a mystery activation in Melbourne that rewards star servers aimed at lifting beer drinking experiences for Australian Open fans.
Over the past two weeks, the 'Star Serve Guru' has been visiting Melbourne bars, pubs and restaurants undercover to test bartenders on serving, pouring and skimming skills. The staff who served up the best looking beer won tickets to the Australian Open.
The brand's goal is to give bartenders an incentive to maintain their high standards and ensure consumers receive the ‘Heineken Star Serve Ritual'.
Heineken has created a content film, by The Red Agency, which shows over two minutes of hidden camera footage. The goal of the spot is to bring the activation to life and showcase what Heineken classifies as 'star service'.
The 'Star Serve Guru' activation coincides with Heineken's 20th anniversary celebrations of its sponsorship of the Australian Open and its other brand activations during the tournament.