Heineken Has Something On Tap For Everyone
Nearly 4 out of 5 millennials globally have reported that they prefer experimenting with different brands and drinks. So how can alcohol brands tap into this adventurous generation?
Yes, the alcohol industry is primarily driven by product variety, development and brand awareness. But the real game changer is the experience and passion associated with a brand. Thus, alcohol brands sooner rather than later need to start experimenting with technologies that appeal to their target audiences.
How Heineken is bubbling up to the challenge
Heineken, a premium beer brand, has brought forward its A-game by keeping bold innovations at the forefront. The brand has optimally revised their traditional communication strategies, with the help of new technologies and touchpoints.
They are no stranger to the App Stores, and have been launching an array of applications including dart games, rugby match-ups and tie-ins with international soccer matches. It uses a variety of technologies, such as Augmented Reality and iBeacon technology, which are becoming critical constituents of experience-driven marketing.
Heineken has always associated its brand with sports. During the Champions League Football Tournament, it launched a dual-screen experience with StarPlayer game, which lets users engage with the game as well as the brand in real-time. Additionally, it launched an interesting app in Brazil, which allows young adults to locate bars with its GPS-enabled finder, plan social events and also provides a list of taxi services to avoid drunk driving.
Drench yourself into the world of Heineken
But the most intriguing app to me is- The ‘Heineken Experience app’. This app provides users with an audio and video guide in sync with the physical tour in Amsterdam, by giving fun facts and more information about the brand’s rich history.
Further, it tells the story of how this world-famous beer is brewed and about it’s very first brewery. It gives an insight into the heritage of the brand to the ingredients used in brewing to the journey to the bars. The app also offers 9 different languages, to let the visitors experience the Heineken world with the ease and comfort of one’s own language.
The app is personalised and curated to fit the experience of every individual by showing stories relevant to visitor’s experience. It further uses another interactive technique — Augmented Reality, to keep the users engrossed. Visitors can view the Heineken brewing process in a fun and interactive 3-D animated version by simply pointing their camera at a beer coaster. How cool, right?
Moreover, the latest addition to the app called ‘Discover Amsterdam’, has an in-build map which shows Amsterdam’s best local bars, restaurants and much more. It also provides exclusive food and drinks deals. Okay honestly, what else do we really need?
All in all, creating a worthwhile experience for its users.
But is innovation enough?
The experience this beer giant is offering is extremely intriguing and worth downloading. The app is unlocked for tourists visiting the Heineken experience in Amsterdam, making it possible for them to relive their favourite parts and explore Amsterdam’s local spots even outside the walls of the brewery.
But is that a reason enough for people to keep this app for long on their (always short on space) phones?
Personally, I doubt it. Once the experience is done, there is no real use for consumers to keep the app. It has no long-term benefits, reward systems or engagements embedded in this application. Thus, in my opinion, this app will not be able to retain a lot of customers but if we look at the bigger picture, it will definitely increase engagements.
These apps are a smart move for Heineken. Building a stronger community of customers, encouraging brand loyalty, and offering nothing but enriching experiences sure is a great way of expanding their customer base.
So for now, enjoy theses apps, pour yourself a frothy chilled Heineken, and let your Sunday unfold :)
