Heineken: @WhereNext

Campaign details

Brand: Heineken
Agency: R/GA London
Category: Location Based and Mobile Website
Region: 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 were already out and looking for a good time.

The service had to be mobile-first and seamlessly built into social platforms, namely Twitter, where the audience already was.