Heineken has unveiled a Twitter-based “digital compass” to help ensure consumers don’t miss out on nearby events.
Rolled out as part of the brewer’s Cities of the World campaign, @wherenext monitors location-based social media activity and provides users with real-time information about events going on in their cities. Users who tweet @wherenext followed by their location will receive suggested events and locations.
The platform was developed in response to recent Heineken research that found consumers feared missing out on potentially exciting experiences.
“Cities of the World and @wherenext is the latest iteration of Heineken strategy, using rich consumer insights to respond to their desires to explore the great adventures in their cities,” said Heineken senior brand director Gianluca Di Tondo.
The initiative was a creative use of Twitter, said Jean-Phlippe Maheu, Twitter’s MD of global brand and agency strategy. “It’s well suited to the real-time and mobile nature of the platform and will give fans a window into the most vibrant experiences in cities around the world, right in the palm of their hand.”
Heineken plans to put @wherenext to the test with an upcoming promotional event challenging consumers to uncover the best-kept secrets in three respective cities.