Heineken has rolled out an innovative experiential activation involving leading curious pedestrians on a GPS-driven quest to the famous Heineken Experience brewery using custom-made GPS devices cleverly disguised as Heineken bottles.
The idea and execution seem simple, but the preparation certainly was a bit more complex. The bottles, standing alone on green pedestals strategically placed in high-traffic areas around Amsterdam, were cleverly engineered with built-in GPS systems and accelerometers, as well as the pièce de résistance of the device: a compass-driven rotating cap that led the unsuspecting pedestrians directly to the brewery, where a big party awaited them. According to PSFK.com, the activation was created by the Heineken Experience team in efforts to increase traffic to the brewery’s branded museum as well as to “play on the brand’s famous inventiveness, wit, and pioneering spirit and create something that stands out for potential visitors,” says Manager of the Heineken Experience, Dirk Lubbers. “This initiative is a great representation of our approach: innovative, dynamic, surprising, and always leave you with unforgettable memories.”
With yet another novel approach to complete a simple brand directive, Heineken continues to set the bar for not just its direct competitors within the beer & wine industry, but for the majority of brands today. To find out more about this simple, yet ingenious experiential activation, check out PSFK.com or watch Heineken’s video recap, The Bottle With A Mission.