Activation, user experience: Heineken Experience Brewery




Once again, Heineken engaged its fans with creativity and style : the brand recently partnered with JWT Amsterdam to create a real-life activation to lure fans to their Heineken Experience Brewery.

A handful of beer fans walked around central Amsterdam following a custom-made Heineken bottle with integrated GPS that led them toward the brewery.

Each bottle was activated when picked up, delivering notifications by vibration and functioning as a compass.

This kind of activation is a good way to engage its consumer in an innovative way, it crafts a true brand experience instead of just leading them to a PR event.






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