Heineken has announced it is behind a mystery activation targeted at the Melbourne hospitality industry which has been taking place in the lead-up to and during The Australian Open.
Over the past two weeks, a number of bartenders around Melbourne have been left with some unexpectedly big surprises by a 'mystery shopper' who has roamed the city, handing out outrageous tips to staff who showed an understanding of the importance of serving a Heineken in the right way.
The activation forms part of Heineken's strategy to ensure Heineken drinkers around Melbourne receive the best product experience while they enjoy the tennis at partner venues, illustrating a pledge to ensuring Heineken is served in the most premium way.
Heineken's mystery shopper, known as the Star Serve Guru, has visited numerous bars, pubs and restaurants around the Melbourne precinct, with dozens of 'tips' given out to deserving staff, including pairs of tickets to top games at The Australian Open, such as the Grand Final.
The 'Star Serve Guru' activation coincides with Heineken's 20th anniversary celebrations of its sponsorship of The Australian Open and its significant brand presence during the tournament. Outside of the Grand Slam Oval where Heineken's core activation is centred, multiple activations are continuing to take place at a number of venues across the city as Melbourne celebrates its annual festival of tennis.