Heineken: @WhereNext

This case study explains how Heineken, the alcoholic drinks company, used social listening and a Twitter app to provide real-time recommendations for venues and events to people in 15 cities around the world.

Heineken: @WhereNext

Campaign details

Brand: HeinekenAgency: R/GA LondonCategory: Location Based and Mobile WebsiteRegion: EMEA

Objective

Following Heineken's 'Open Your City' campaign, they set out to turn @wherenext from an advertising message into a brand and human behavior.

The aim of Heineken's Where Next campaign was to locate and consume relevant social interactions, globally, and in real time, in order to provide guidance to consumers about places and venues, which were trending at the exact time of their search. We provided advice to people mainly on mobile via the Twitter handle @wherenext , who...

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