The launch marks the brand’s first major push on Facebook since May and rewards players with prizes for completing a Battleship-style game.
The guessing game is played on a grid and the aim is for users to try and guess the square used by their opponents. The winner is then automatically entered into a prize draw to win a Tefal ‘Toast n Beans’ toaster along with other Heinz branded products.
Katie Bleach, marketing controller of Heinz Beanz, says: “We’re always looking for innovative ways to engage with consumers and launching this Facebook app and competition is a great way to reward our loyal fans. The app characterises the playful and fun personality of our fans and also brings to the forefront that Heinz Beanz is best enjoyed on toast.”
Heinz has previously used Facebook to generate excitement among consumers around product launches with the brand’s last big campaign on the social network promoting its Heinz Five Beanz healthy range. Fans were offered a coupon so they could try the product. Heinz says it wants to use its Facebook page, which has more than 150,000 fans, to reward its most loyal customers with added value.