Heineken Experience marketing campaign leads curious visitors directly to its door
POSTED 12 May 2015 . BY Tom Anstey
The specially-manufactured bottles lead visitors directly to the door of the Heineken Experience Credit: 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.
The Heineken Experience in Amsterdam, The Netherlands has won the Thea Award for Outstanding Achievement in the field of Brand Experience by the Themed Entertainment Association (TEA).
Numbers from the Association of Leading Visitor Attractions, (ALVA) show that Royal attractions
saw a huge increase in visitor numbers during 2023 – the coronation year of King Charles III.
Off the back of the success of the first round of Everyday Heritage Grants in 2022, Historic
England is funding 56 creative projects that honour the heritage of working-class England.
Cruise Ship Interiors (CSI) invites cruise lines, shipyards, design studios, outfitters,
and suppliers to take part in CSI Design Expo Americas in Miami, Florida, the region’s only
event dedicated to cruise ship interior design. [more...]
Heineken Experience marketing campaign leads curious visitors directly to its door
POSTED 12 May 2015 . BY Tom Anstey
The specially-manufactured bottles lead visitors directly to the door of the Heineken Experience Credit: 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.
The Heineken Experience in Amsterdam, The Netherlands has won the Thea Award for Outstanding Achievement in the field of Brand Experience by the Themed Entertainment Association (TEA).
Numbers from the Association of Leading Visitor Attractions, (ALVA) show that Royal attractions
saw a huge increase in visitor numbers during 2023 – the coronation year of King Charles III.
Off the back of the success of the first round of Everyday Heritage Grants in 2022, Historic
England is funding 56 creative projects that honour the heritage of working-class England.
Universal has revealed it will be adding new Harry Potter attractions, alongside Super Nintendo
and How to Train Your Dragon worlds to its Florida resort.
Cruise Ship Interiors (CSI) invites cruise lines, shipyards, design studios, outfitters,
and suppliers to take part in CSI Design Expo Americas in Miami, Florida, the region’s only
event dedicated to cruise ship interior design. [more...]