Amstel Light Selects JAGTAG to Power its First Mobile Marketing Campaign to Celebrate Burger Bash® 2011

NEW YORK, Jan. 25, 2011 /PRNewswire/ -- JAGTAG (www.jagtag.com), the U.S. leader in mobile 2D barcode advertising, today announced that it will launch the first mobile marketing campaign for Amstel Light, the country's leading imported light beer, to celebrate the fifth annual Amstel Light Burger Bash at the Food Network South Beach Wine & Food Festival presented by Food & Wine. Amstel Light's first mobile campaign will enable consumers to enter a mobile sweepstakes for the chance to win a trip to Burger Bash® 2011, hosted by Rachael Ray.

To promote the kickoff event for the Food Network South Beach Wine & Food Festival, the Amstel Light Burger Bash on premise mobile campaign will include JAGTAGs on coupon booklets, table tents and t-shirts at select bars and restaurants in Miami, Fort Lauderdale, Atlanta and Washington D.C. During special promotional events where Amstel Light and partners offer burger and beverage deals, fans over the age of 21 can snap a photo of the Amstel Light branded JAGTAG with any camera phone to be instantly entered for the chance to win a grand prize trip for two to Burger Bash® 2011. Using age-verification technology, the campaign enables Amstel Light to interact with their target audience and promote the sweepstakes. The Amstel Light Burger Bash mobile campaign will run through February 7, 2011.

"Partnering with JAGTAG helped us to create an innovative mobile marketing campaign that targets the right audience in the right place with a great prize in the Southeast region ahead of Burger Bash®," said Amanda Hawk, Brand Director, Amstel Light. "We wanted to build excitement in the region and around the event to encourage supporters to become a part of the fun, and JAGTAG helped us to achieve that goal."

JAGTAG works on all camera phones and across all major wireless carriers in the United States without requiring users to download an application to reach 90 percent of all mobile users.

"We collaborated with Amstel Light on their first mobile campaign for Burger Bash® to create an exciting and informative program that will engage their fans, and even offer one the chance to experience the event firsthand with a friend," said Ed Jordan, CEO of JAGTAG. "Using JAGTAGs to add a mobile component enables Amstel Light to interact with 90 percent of mobile users who want to learn more about the event and enter to win a once-in-a-lifetime opportunity."

The Amstel Light Burger Bash presented by Allen Brothers hosted by Rachael Ray takes place on Thursday, February 24, 2011 as part of the 10th year of the Food Network South Beach Wine & Food Festival presented by Food & Wine. All proceeds from the Festival benefit the Florida International University School of Hospitality and Tourism Management. Tickets and more information can be found at www.sobefest.com.  

About JAGTAG

JAGTAG is the only mobile 2D barcode solution that does not require the consumer to download an application prior to use and the only mobile medium that can successfully deliver optimized multimedia to both standard phones and smart phones. Anywhere a mobile consumer encounters a JAGTAG, they can use their phone to request and receive multimedia content (video, audio, pictures, text) sent immediately to their phone. To learn more, visit www.JAGTAG.com.

About Amstel Light

Amstel Light is the No. 1-selling imported light beer in the U.S. The Amstel Brewery was founded in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. By 1886, Amstel had become Amsterdam's largest brewer of lager beer. In 1980, Amstel Light was born as an import to the U.S. Characteristic of this beer is a unique selection of raw materials and an intense fermenting process. The result is a premium imported light beer containing only 3.5% alcohol and approximately 35% fewer calories than regular lager beer. Amstel Light is imported by Heineken USA, headquartered in White Plains, New York, the nation's largest beer importer. For more information, please visit http://www.amstellight.com.

SOURCE JAGTAG