GPS-enabled bottles lead tourists to Amsterdam's Heineken Experience

Amsterdam's Heineken Experience has littered GPS-enabled beer bottles through the city which can lead curious tourists to the beer museum.

Heineken: driving footfall through GPS-enabled beer bottles
Heineken: driving footfall through GPS-enabled beer bottles

Anyone picking up one of the bottles around Amsterdam will feel the bottle vibrate and see the cap light up as it activates. The in-built compass and rotating cap will then guide the tourist through the city directly to the Heineken Experience.

The idea is to boost footfall to the branded museum, which saw 730,000 visitors last year.

Dirk Lubbers, manager of the 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."

Brand: Heineken

Agency: JWT Amsterdam


Recommended

Why Protein World is reaping the rewards from its 'genuine integrity'

Marketing to mums is broken

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More