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.
Heineken Experience receives Thea Award POSTED 18 Nov 2009. BY Martin Nash 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).
Heineken to buy Globe Pub estate POSTED 29 Oct 2009. BY Martin Nash Dutch brewer Heineken is to buy 425 pubs from British pub operator, Globe Tenanted Pub Company (GTP) for £180m.
Heineken Experience reopens POSTED 03 Nov 2008. BY Tom Walker The Heineken Experience in Amsterdam, The Netherlands, has reopened today (3 November 2008) after undergoing extensive remodelling and expansion.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
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.
Heineken Experience receives Thea Award POSTED 18 Nov 2009. BY Martin Nash 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).
Heineken to buy Globe Pub estate POSTED 29 Oct 2009. BY Martin Nash Dutch brewer Heineken is to buy 425 pubs from British pub operator, Globe Tenanted Pub Company (GTP) for £180m.
Heineken Experience reopens POSTED 03 Nov 2008. BY Tom Walker The Heineken Experience in Amsterdam, The Netherlands, has reopened today (3 November 2008) after undergoing extensive remodelling and expansion.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
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