Alison Head of Projects
Heineken ‘@wherenext’ by R/GA London
Heineken is known as a premium beer brand, and since its humble beginnings in Amsterdam 140 years ago, it has become a much loved beer and you’ll find the cool green bottle with its distinct labelling available all over the world. It has also remained true to its traditional recipe, yet its marketing and design is always streets ahead, as shown in the new Heineken ‘Where Next’ campaign.
As a brand, Heineken has embraced digital media with strong Google, YouTube and Facebook presence and their adverts – from the very funny Walk in fridge ad that wryly shows what makes men and women tick, to the Men with talent ad that displays all the things that men can do with Heineken – are clever, modern and make us sit up and notice!
The Heineken’ Where Next’ campaign taps into the thoroughly modern and popular phenomenon of apps. We all love apps; did you know that we download an astonishing 800 apps per second? The apps market is huge, and it is definitely the next big thing when it comes to marketing. With regards to Heineken, their newly released app lets users know which bars to visit when they are on a night out. But that’s not all, thanks to the fact it uses algorithm, the app, created in conjunction with R/GA London, can also scour conversations and activity on Twitter, Instagram and Foursquare to let you know about parties that are happening in the user’s area and direct them to it! So, not only do users get to find the hippest bars in their vicinity, they get to party at the coolest places too! See video below to find out more…
The Heineken ‘Where Next’ app is part of Heineken’s ‘Cities of the World’ campaign, which inspires people to experience new adventures all over the world and the focus here is being on the move. With regards to the Heineken ‘Where Next campaign’, Paul Smailes, global head of digital for Heineken, explains, ‘we want to provide frictionless experiences where consumers are already gathering…’ Smailes goes further when he points out that Heineken has developed something that ‘doesn’t tell you what’s good based on historical data’, but rather that is it ‘tuned into what’s hot right now.’
The Heineken ‘Where Next’ campaign is a great example of using marketing to find solutions to everyday problems, such as the best places for a night out or where to go in a new city. As a food or drink business, you too can develop creative solutions that link to your brand and here at Eat Marketing, we can help you do that.
