Heineken has signed a major partnership deal with Weve, estimated to be worth more than £500,000, and representing a significant year-on-year increase in the brand’s mobile spend.

The “always on” mobile messaging campaign for Heineken’s Bulmers, Strongbow and Foster’s drinks will start this month and last for the rest of the year. It will also be diving into the data on offer from the Weve platform to help track the platform’s effectiveness. The company follows the likes of Nike and Morrissons into work with the JV that represents Vodafone, O2 and EE.

Speaking exclusively to Mobile Marketing, Weve’s marketing director Tony Moretta, said: “This announcement is an illustration of the kind of brands that are now working with Weve and the fact that mobile messaging is becoming central to the development of any major advertising campaign.  

“It also recognises that for a certain demographic, mobile is absolutely the first screen and that companies and agencies are responding to this. We are working in partnership, designing and delivering campaigns that really talk to and engage with consumers in a place where that brand is at its most relevant.”