menu

Heineken Inspires Urban Adventures With New Twitter-Based Service

Advertising

The brand's digital tool aggregates social data and notifies users of cities' social hot spots.

Charlie Stephens
  • 15 july 2014

Social media’s effect on society is often debated, criticized, and condemned. The large number of urban citizen’s that have a Twitter, Instagram, Facebook, or Foursquare accounts has altered traditional communication, and FOMO, or the ‘fear of missing out’, is a symptom of this hyper-connectivity.

Heineken’s research team has analyzed this social phenomena, and has developed a tool that allows users to search out “the next big thing” in their local community. The brand’s Twitter-based @wherenext service helps consumers seek out and explore their city’s hot-spots.

Users tweet @wherenext and geo-tag their location, and recommendations for events, restaurants, and clubs are instantly generated. The integrated tool pulls data from a variety of social media channels and analyzes it to determine which locations are trending. The recommendations are also available on a mobile responsive website that aggregates photos and specific geographic information.

For citizens of large cities, the service helps to mix up routine social scenes and discover new events. For those of small cities, it solves the problem of not knowing having a cool place to go on a Friday night.

Heineken’s investment in the urban experience stems from its most recent global campaign, “Cities of the World”. The campaign aims to inspire men of the world to embark on worldly adventures and encourage citizens to become “legends of their city”. Gianluca Di Tondo, Senior Brand Director for the Global Heineken brand expands on the brand’s ideal consumer and mission:

Our Men of the World know the usual hotspots in their cities, and they are hungry for new experiences,” says Gianluca Di Tondo. “The ‘Cities of the World’ campaign aims to inspire and motivate them to get out of their comfort zones, to embrace the unusual and embark on worldly adventures in their own cities.

The brand has also developed a series of globally branded bottles and short films that generate excitement around the urban experience and the cultural diversity that makes each city unique.

Heineken-Cities-Of-The-World.jpg

While @wherenext functions on a smaller, community scale, the service is available world wide and caters to each city’s unique “social currency”. For example, New Yorkers see “making it” as the ultimate achievement, while London urbanites tend to value personal development. By curating local posts and photos, @wherenext reflects each individual city’s unique personality.

Heineken’s @wherenext service is transforming digital interactions into real-life adventures, and is improving the impact that social media has on global society. It encourages users to lift their eyes from their phones and contribute to their surrounding social environment in new, exciting ways.

Open Your City // Cities of the World

 

Advertising
Trending

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Advertising
Syndicated Yesterday

Banned Books Week Urges People To Seek Out Controversial Works

Joining the annual celebration of the right to read, US author Jessica Herthel called for 'more information, more voices' to protect diversity

Augmented & Virtual Reality Yesterday

Outdoor Camp Presented In 360° VR By X Games Gold Medalist

The video features campers riding BMX trails, zip lining through the woods, and performing big-air jumps

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel Yesterday

Boeing Wants Passengers To Control Their In-Flight Experience Through Their Phones

The airline manufacturer is embracing automation through a new generation of mobile travel apps

Augmented / Virtual Reality Yesterday

VR Surgery Videos Offer Interactive Medical Education

Dutch startup MDLinking hopes to globalize communication between students and medical care professionals with virtual reality content

Related Expert

Bobby C. Martin

Designer & Educator

Culture Yesterday

Use Twitter To Learn A New Language

tDict is an app that uses the social media platform to help you search for words in local dialects

Mobile Yesterday

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Yesterday

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Yesterday

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Culture Yesterday

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

Advertising Yesterday

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Yesterday

Artist Designs Covers For Books That Don’t Exist

Published by the fictional 'Specious Books,' the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Yesterday

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Food Yesterday

Bringing Food Innovation To America’s Crowded Milk Market

a2 Milk's Blake Waltrip, Chief Executive of the USA region, discusses how the distributor plans on bringing the popular drink for the dairy-sensitive to the States

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Financial Services Yesterday

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

Augmented / Virtual Reality Yesterday

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

No search results found.