The Twitter-based @wherenext service aims to help consumers explore new experiences of their cities, using a new social tool.
Acting as a social compass, @wherenext reads the pulse of a city by using real-time, location-based social activity to show where’s ‘hot’ and guide urbanites to new adventures off their beaten track.
The real-time recommendations engine will help consumers answer that eternal night-out question, ‘Where next?’. The real-time activity will also be provided on a mobile responsive website for access to consumers around the world.
The new digital platform – developed in collaboration with R/GA London – is a solution to findings from recent Heineken research that revealed consumer fears of ‘missing out’ on the exciting experiences in their city.
The research also showed how consumers from different cities seek a different ‘social currency’ in each urban environment. People who live in them want to break from routine, experience new places and embark on urban adventures that will add to their social currency. For example, New Yorkers see ‘making it’ as the ultimate social currency, whereas people from Rio de Janeiro see happiness as the absolute mark of achievement. For Londoners, it’s all about personal development and defining success for themselves.
The social-media-based service uses a unique algorithm that listens to social media activity such as tweets, check-ins and photos across popular platforms such as Twitter, Instagram and Foursquare, and analyses which locations are trending. The platform will help people navigate nightlife, overcome their fear of missing out and live their city to the fullest.
Heineken will put @wherenext to the test by launching a global, live televised social experiment that will see real people in three cities challenged to uncover the best kept secrets in a race against the clock.
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