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

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.

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