How Heineken’s Interactive World Bottles are Connecting with Consumers
On June 18, 2018, international renowned brand Heineken unveiled limited edition interactive bottles through a digital campaign that deployed over 100 social media influencers. These bottles feature expressions of the colors of the countries in the famous Heineken red star, creating a learning ground for consumers to connect with the brand.
The experience is taken a notch higher with the addition of codes for each country which can be scanned using Shazam app. The Shazam mobile app used by hundreds of millions of persons worldwide is notable for its high-tech entertainment features especially for music identification and more recently image recognition. By partnering with the Shazam app, Heineken takes consumers on a unique journey as they view specially curated videos about different countries by simply scanning the Heineken bottle.
This innovation speaks volumes of Heineken’s leadership and being in the cutting edge of innovative ways to connect with its consumers. In a digital age where brands are competing fiercely to dominate their respective markets, Heineken’s early adoption of the Shazam image recognition feature to engage its consumers is a clear stamp of the brand’s position as a leader in the beverage industry in the world.
Known for excellence, Heineken has in the past curated campaigns that surged its market share. Take for instance, the ‘Trailblazers’ TV commercial that encouraged consumers to be adventurous. The campaign’s narrative is woven across four ordinary guys who were used to their comfort zone until a trailblazer among them showed them a new world of discovery.
The storyline is tilted with this new campaign as Heineken opens a door of exploration for consumers by allowing them to learn more about various countries of the world through its ingenious bottle. It’s more like travelling the world through a bottle.
Since its launch, social media has been in a frenzy. Lovers of the brand believe it is such a technological and digital master piece, never has a brand connect to consumers in such an amazing way. Perhaps, the most exciting thing about the campaign is the palatable offer of standing a chance to travel to Amsterdam, the home of the international brand and to other European countries.