Heineken France connects direct to consumers

Sam Peña-Taylor

In France, Heineken created a Facebook Messenger chatbot to bring in consumer data by rewarding with redeemable points those people that shared their bar tab or drinks photos.

Artefact was, until recently, a start-up. Acquired by the Euronext-listed NetBooster in 2017, the company’s three years of independent trading had demonstrated its considerable prowess in data analysis and consultancy. It also had a good name, one that NetBooster would soon substitute for its own.

The group now exists as a strategic consultancy and agency that deals with the knotty bits of the internet ad ecosystem: search, CRM, ad exchanges, analytics. It also has serious technology chops, having invested in several technologies which it includes in its special sauce. Originally, global CEO Guillaume de Requemaurel told the business...

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