App-tastic
World of Heinekerx 42 - summer 2010
From online to offline: Heineken's web-based
Star Final campaign brought soccer fans
from all over the world together
'green alert' to your friends whenever you
feel like having a beer with them. It's a sort
of'red phone' for beer, and the only thing
you need to do to use it is become a fan on
Facebook or download the application."
THE NEW INFLUENCE OF CONTEXT
"These days, communication specialists
don't only have to think just about content,
but also about context: people can be online
at any moment thanks to their phones, for
example. Customers might use the web while
in the supermarket, and we have to think of
that when conceiving our online strategies.
The point of digitalisation is not only to offer
distraction, but to make technology relevant
for our customers, in an entertaining way.
"Traditionally we only had the opportunity
for interaction with the customer before and
after the purchase. But now, with hand-held
devices, we have a huge new opportunity to
engage consumers at the point of purchase.
"Of course, you have to do this without
detracting from the whole enjoyable
experience. But we believe that there are
ways to get around this, particularly using
humour. For example, an application which
tells you how to order a beer in a different
language when you're on holiday abroad. If
the App uses humour, you'll also encourage
people to share the App with their friends in
a social situation, so you also engage them
throughout the whole consumer experience."
Taxi Magic
In support of Heineken's effort to promote responsible
consumption, Heineken USA is working with Taxi Magic to
provide the first US-wide free online taxi booking service.
Directly integrated with taxi dispatch systems, it allows
customers to book a taxi, track its progress and pay for the
trip directly via an iPhone App. The service even alerts the
customer when the taxi has arrived outside. For customers
without an iPhone, they can also use a smart phone, mobile
phone or computer.
Know the Signs
Heineken's innovative 'Know the Signs' campaign, first
launched in 2008, has been refreshed with two new
characters, 'the stumbler' and 'the flirt'. The campaign
delivers a serious responsible drinking message to young
adults by talking about the signs people start to show when
they've had one drink too many. It takes full advantage of
social media and the lastest iPhone technology.
Breathalyzer
The 'Know the Signs' campaign provides a range of tools
customers can use to highlight some of the unattractive
behaviours their friends display after drinking too much,
including the 'Breathalyzer'. Someone who is suspected
of having one too many can blow into the iPhone for three
seconds and await the 'Breathalyzer' analysis. After a
'FAIL!' report, the application allows the user to select
the appropriate character to describe the friend who
has just failed the test. The campaign also interacts with
social networking sites with the 'Tag of Shame' - a tool
that enables consumers to tag photos of a friend on their
Facebook page with embarrassing features of the 'Know
the Signs' characters.
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