Heineken Celebrates Rolling Stone 1000

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TRAINING MANUAL
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Table of Contents

• Objectives
• How it Works
• Heineken USA
• History
• Beer Facts (How beer is made)
• The Brands
• The Technical Stuff
• Equipment
• Set-up
• Tech-support

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Objectives

• Drive trial of Heineken and Heineken Premium
  Light among consumers.
• Create buzz and excitement for Heineken and
  Heineken Premium Light.
• Encourage Domestic Light beer consumers to trade
  up to Heineken Premium Light.

4
Rolling Stone Promotion

• Heineken is partnering with Rolling Stones
  magazine to celebrate their 1000th cover.
• As part of the program, consumers will have the
  opportunity to be on the cover of Rolling Stone
  magazine with a Heineken model.
• Consumers will receive a 4x6 picture and a
  retrieval card on site.
• Consumers go online to retrieve their full size
  picture.

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Rolling Stone Promotion

• Sampling team to arrive to the account 30 minutes
  before the start of the promotion.
• Team introduces themselves to account manager and
  asks for a recommended area to set up.
• System operator sets up the equipment while model
  walks around the account interacting with
  consumers and inviting them to get a Heineken and
  come to take a picture with her.
• Team to do 10 minutes of consumer interaction
  followed by 20 minutes of picture taking. Team
  repeats cycle until the end of the promotion.
• At the end of the promotion team puts away
  system. They then see the manager to thank him
  for the promotion and get his feedback. Team
  fills out an event report.

6
Heineken USA

• The history of Heineken starts on 16 December
  1863. On that day Gerard Adriaan Heineken bought
  the brewery called De Hooiberg (The Haystack) in
  Amsterdam.
• Heineken is a family owned company. Today, the
  company is owned by the great granddaughter of
  the founder.
• Heineken beer is available in more than 170
  countries.
• With more than 110 breweries in over 50 countries
  and export activities all over the world,
  Heineken is the most international brewery group
  in the world.

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How is Beer Made

• What are the main ingredients in Heineken beer?
• Heineken contains water, barley malt and hops.
• Does Heineken use additives in its brewing
  process?
• Heineken is brewed in a natural brewing process,
  with no additives.
• It contains water, barley malt, hops, and the
  unique Heineken A-yeast for the fermentation in
  the brewing process.

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The Brands

• Heineken Key Communication Points
• Full-bodied beer
• Mildly bitter taste
• Fresh, fruity aroma
• Bright color and exceptional clarity
• All obtained using only the purest water, hops
  and barley malt
• Heineken Light Key Communication Points
• Surprisingly smooth taste
• Delivers smooth yet flavorful taste
• Easy to drink
• Upgrade from Domestic to Luxury Light

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About the Beer
Heineken Light Regular Heineken Amstel Light Corona Light Bud Light Ultra
Alcohol 3.5 5.0 3.5 3.8 4.0 4.0
Bitterness 12 EBU 23 EBU 18 EBU 14 EBU 7 EBU 4 EBU
Calories 99 155 95 105 110 95
Carbs 6.8 11.5 5.5 5 6.6 2.6
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Rolling Stone PromotionHow it Really Works
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The Equipment
Laptop, Printer Camera
Backdrop Frame (7x7)
Retrieval Card
Sample of an on-site digital photo
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Equipment Checklist

• Camera
• Laptop
• Printer
• Power Strip
• Printer Power Cord
• Printer USB Cable
• Camera Power Cord
• Camera USB Cable

Scanner Scanner Stand USB Hub Computer Power
Cord Paper Ink Printer Card Retrieval
Cards Back-drop Frame
All systems have been checked and tested.
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Equipment Set Up

• Take all equipment out of the box.
• Plug in the power strip.
• Plug in all power cords.
• Laptop
• Printer
• Camera (make sure the battery door is closed on
  camera)
• Connect the printer USB from the back of the
  printer to the top USB port on the laptop.
• Hook USB Hub up to bottom of the USB port on the
  laptop.

• 5. Connect all USB cables to USB Hub.
• Camera
• Scanner
• 6. Remove ink and paper from box (keep plastic
  and box for storage).
• 7. Place paper and ink into printer.
• 8. Power up (laptop, printer, camera). It helps
  to power up the camera and printer BEFORE the
  laptop.

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Printer Set Up (Ink and Paper)

• 1. Insert Ink
• Pull top panel down.
• Pull out white tray.
• Insert ink roll (bigger white spool goes toward
  door).
• Make sure ribbon is tight.
• Close top panel.

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Printer Set Up (Ink and Paper)

• 2. Insert Paper
• Pull out bottom drawer.
• Pull out grey dust bin tray.
• Pull out paper holder.
• Remove the green side of the holder.
• Slide paper onto the roll (make sure its tight).
• Put green side back on holder.
• Put in paper (black side to the left).
• Be sure to look at the bottom of the reels to see
  which way to load the paper.
• Make sure paper is tight.
• Put reel back into printer.
• Put grey dust bin tray back into printer.
• Make sure to insert printer ID card.

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Printer Set Up (Ink and Paper)

• NOTES
• Always make sure the ink id card is in or it will
  NOT print.
• If you run out of paper or ink, change them BOTH
  at the same time, even if you have some of the
  other left.
• Paper and ink need to be removed from printer
  after each and every promotion.
• Leaving paper or ink inside printer while moving
  may cause damage.

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Running System

• Turn on laptop, printer and camera. It helps to
  power up the camera and printer BEFORE the
  laptop.
• Printer will align and print out 4-5 blank
  sheets.
• Scanner will beep confirming connection.
• Type in password (wishoo) on laptop and wait for
  desktop.
• Printer Check (Online Status) (Must check every
  time)
• Left click on Start.
• Left click on Printers and Faxes.
• Status should say Ready. If it doesnt,
  continue on
• Right click on CHC_S9045.
• Left click on Use Printer Online.

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Running System

• 5. Click on Event Pack.
• 6. Type in password (wishoo).
• 7. Check to make sure location and date are
  correct.
• 8. Click Do Event.
• 9. Click on Photo Station.
• 10. Make sure the overlay is set to mag cover
  overlay.
• 11. Make sure camera says connected and in green
  mode on bottom of screen.
• YOU ARE NOW READY TO RUN THE PROMOTION.

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Running the Promotion

• Make sure camera is turned on.
• Take one or two test shots with camera to
  practice and to ensure equipment is working
  properly.
• Scan retrieval card with scanner and hand to
  consumer.
• Ask consumer for name and type into name space.
• Take consumer picture in front of backdrop.
• Camera has be to vertical for picture (ALWAYS).
• Please allow enough space above head (zoom in or
  out).
• Take the consumers picture.
• Click apply to enter the name.
• Click Print Photo.
• Click Save.

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Running the Promotion (Quick Notes)

• Once you click Save, you will not be able to
  print the picture anymore.
• Until you hit Save if you re-take the photo, it
  will replace the one you have.
• You can print multiple pictures by entering the
  number of prints in.
• If there is more than one person that wants the
  photo, they each need separate retrieval cards to
  be sure to scan them all in.

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System Break Down

• Turn off all equipment (camera, laptop, and
  printer).
• CAREFULLY remove all cords from all pieces of
  equipment.
• Leave everything plugged into USB hub so you
  dont have to plug them all back in next time.
• REMOVE ink and paper and put them back into the
  plastic and box.
• NEATLY put everything back into the box.
• Make sure not to leave any cables or equipment
  behind.
• NOTE Please take-your time breaking-down system
  as all equipment is fragile.

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Uploading Pictures

• When you go home, connect the laptop to the
  internet.
• Turn laptop on.
• Enter password (wishoo).
• Click on Event Pack.
• Click on Upload Media.
• Click on Begin Upload.
• Click on Start.
• Click on Done.
• NOTE Downloads need to be done no later than
  12 noon the next day (No Exceptions).

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TECH SUPPORT

• Nikki Cell--323-377-6866 Home--323-461-5778
• Jeff Cell--317-840-4992
• Darren Cell--317-340-2221
• Jorge Cell--818-808-6799
• Lindsay Cell--937-367-5466