Heineken Inspires Urban Adventures With New Twitter-Based Service


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.


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



IKEA Is Letting Kids Design Its New Line Of Toys

Food Today

Chef Turns Invasive Species Into Delicious Sushi

Creator Bun Lai is adapting strange new ingredients for his menu, which responds to the ecological impact of overabundant creatures in the local environment

Travel Today

Build Your Own Subway System In This Minimalist Game

Mini Metro lets you design your own fully functional transit network, simulating the flow of urban commuters with pared-down visuals


Get PSFK's Related Report: Future of Automotive

See All
Work Today

Keyboard Designed To Help Women Use More Assertive Language

The device is a commentary on gender roles in the workplace, and features easy access to "power verbs" that help reinforce a habit of being direct in writing

Arts & Culture Today

Spanish Artist Dreams Up What Animals Would Look Like In Modern Clothing

Yago Partal's portraits depict the fantasized style preferences of creatures worldwide, from an Arctic wolf to a zebra

Fitness & Sport Today

New Data Technologies Make Hyper-Personalized Training A Reality

The Sports Debrief from PSFK Labs looks at how analytics tools are being developed to optimize human performance across all industries

Technology Today

IBM Watson Helps Grammy-Winning Producer Craft An EP

The computer system's data technology generated musical scores for Alex Da Kid's first solo project

Retail Today

Why The Apple Watch Is Taking Foot In The Restaurant Industry

An app for the wrist-mounted device is looking to revolutionize customer service for staff


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

General Electric: Lighting’s Impact On Sleep Is More Than The Off Switch

Jeff Patton, General Manager of Connected Home Products at GE Lighting, uncovers how lighting technologies can affect our sleep cycles

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Travel Yesterday

30-Year-Old Photographs Used As Travel Guides

A new photo series revolves around tracing the origins of images from the past

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Health Yesterday

VR App Prescribed For Pain Relief

A pharmacy chain in Sweden is stepping away from tradition to develop a happy place for the pain-afflicted

Financial Services Yesterday

Banks Are Coming Together To Create A New Payment Network That Rivals Venmo

A number of financial institutions are collaborating to make a new person-to-person monetary system called Zelle for their customers

Media & Publishing Yesterday

Pocket Camera Aims To Facilitate The Struggles Of Live Streams

The Mevo helps resolve the complexities of streaming video with an intuitive setup and smart editing controls

Health Yesterday

Startup Believes Traceability Will Help Disrupt The Multivitamin Industry

Ritual is a daily supplement for women that traces every ingredient back to its source

Arts & Culture Yesterday

Photo Series Brutally Murders Some Of Your Favorite Fast Food

The portraits by artist duo Ilka & Franz do away with mealtime regulars in a way that is both beautiful and humorous

Mobile Yesterday

Coffeemaker Teaches You How To Make The Perfect Cup

The device comes with an accompanying app that guides novices and experts alike through the brewing process

No search results found.