Heineken app answers the perennial question on a night out - @wherenext?

Wandering the streets of London or New York unsure where to head for a drink, meal or dance? Don't fret, tweet "@wherenext" with your location and unlock info on all the events in your vicinity, using technology powered by the next phase of Heineken's "Open Your City" campaign.

Heineken: Where's the party at? Tweet @wherenext
Heineken: Where's the party at? Tweet @wherenext

The @wherenext platform enables users to discover venues that are trending across social networks, using an algorithm that analyses data from media including Foursquare, Twitter and Instagram.

After typing "@wherenext" and their location, users are presented with a number of options and a link to a mobile site carrying images and reviews.

Here's a video showing people using the app have lots of fun.

Heineken's 'Open Your City' kicked off earlier this month with a six-month partnership with Metro entitled 'London Unlocked'.

Client: Paul Smailes, global head of digital, Heineken

Agency: R/GA London

Creatives: George Prest, James Temple, Chris Williams

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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