Working with the JWT Amsterdam agency, Dutch beer brand Heineken recently launched a social experiment that involved hundreds of GPS-enabled technological beer bottles.
The bottles were set on circular green tables in popular public places in the centre of Amsterdam. When people approached to take a closer look at the bottle, the red star on the cap lit up and the cap itself began rotating while the bottle vibrated. A small glowing spot on a point of the star guided the people through the city centre – and led them directly to the Heineken Experience museum.
Dirk Lubbers, manager of Heineken Experience, said: “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.
The bottles featured a rotating cap, an accelerometer for activation, a vibration mechanism and a GPS. The brewing giant has released a video online to explain more about the innovation.
© FoodBev Media Ltd 2019