Dive Brief: 

• Heineken wants to bring the party to Twitter users with its #SparkMyParty contest and campaign. 
• The Dutch beer brand is asking Twitter followers to tweet why they want a Heineken-themed holiday party this season. 
• Winners in New York will receive a delivered party package that includes Heineken beer, decorations, a DJ, and Uber gift cards for everyone to get home safely. 

Dive Insight: 

These kind of Twitter contests can spark a ton of engagement online for brands like Heineken. It doesn't work for everyone—just remember the backlash towards Malaysia Airlines 'bucket list' promotion earlier this year, for example. But what's about Heineken's promotion is that the beer brand is staying true to its image—beer is meant for parties, after all. This solid strategy is what helped Heineken win Cannes' Marketer of the Year.