12 May 2015 Heineken Experience marketing campaign leads curious visitors directly to its door By Tom Anstey
The specially-manufactured bottles lead visitors directly to the door of the Heineken Experience Photo: Heineken Experience
Heineken has employed a unique marketing campaign in Amsterdam, teaming up with advertising agency J. Walter Thompson (JWT) to place a series of Heineken-branded bottles around the city which, when activated, guide visitors to the beer-maker’s museum experience.
Using GPS technology, the bottles feature a rotating cap to offer directions to the museum and are activated with the use of an accelerometer, which when triggered activates a vibration mechanism and the navigation system.
Potential visitors can choose to follow the bottle’s directions, which will lead them to the former Heineken Brewery, now the Heineken Experience.
"Handing out flyers is not very Heineken, so we wanted to play on the brand’s famous inventiveness, wit and pioneering spirit and create something that stands out for potential visitors,” said Dirk Lubbers, manager of the Heineken Experience.
“Our key differentiator is that we invite each visitor on a cultural and historical journey, enabling them to interact with the brand. This initiative is a great representation of our approach: innovative, dynamic, surprising, and always leave you with unforgettable memories.”
Last year, the Heineken Experience drew more than 730,000 people, a record for the visitor attraction.
