| Title | HEINEKEN @WHERENEXT |
| Brand | HEINEKEN |
| Product/Service | SOCIAL LISTENING TOOL |
| Category |
A01. Innovation |
|
Entrant Company
|
R/GA London, UNITED KINGDOM
|
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
| James Temple |
R/GA London |
Vp/Md/Executive Creative Director |
| Matt Lodder |
R/GA London |
Vp/Managing Director |
| John Wilson |
R/GA London |
Group Account Director |
| George Prest |
R/GA London |
Vp/Executive Creative Director |
| Chris Williams |
R/GA London |
Creative Director |
| Mihnea Belcin |
R/GA London |
Open Standards Developer |
| John Paul Toher |
R/GA London |
Senior Producer |
| Ross Landles |
R/GA London |
Group Account Director |
| Sam Clohesy |
R/GA London |
Executive Producer |
| Paul Carvill |
R/GA London |
Technical Director |
| Danny Lee |
R/GA London |
Senior Software Engineer/Solutions Architect |
| Pedro Duarte |
R/GA London |
Open Standards Developer |
| Pete Jupp |
R/GA London |
Design Director |
| Yuriy Starikov |
R/GA London |
Senior Visual Designers |
| Bradie Tippets |
R/GA London |
Junior Copywriter |
| Kaihaan Jamshidi |
R/GA London |
Planning Director |
| Stephen Spencer |
R/GA London |
Senior Planner |
| Alex Wills |
R/GA London |
Group Director/Content Studio |
| Elisabetta Viggiani |
R/GA London |
Producer |
| Natalie Smith |
R/GA London |
Senior Content Strategist |
The Brief
Heineken asked for a digital version of their ‘Open Your City’ campaign. Rather than just providing them with the digital matching luggage for this campaign, we gave Heineken a true game changer. We created an ‘always on’ service (not a one off campaign) that seamlessly integrated with Twitter and with our ‘men of the world’s’ nights out.
We created a unique algorithm that listens to social media activity, such as tweets, check-ins and photos across Twitter, Instagram and Foursquare and analyses where’s trending and matches it to user’s locations.
This allows the service to automatically give users recommendations that show where’s hot right now, to help them decide where next to go in real-time.
We’ve not built an Android or iPhone app, so it doesn’t need to be downloaded from an app store, and you don’t need to sign up or subscribe to this service.
Instead it’s seamlessly integrated with Twitter, so users are just one tweet away from finding out where to go next on a night out. It works in multiple languages and is available globally.
And for those of you who don’t tweet, we also provided real-time heat map on a mobile responsive website.
@wherenext has not long launched therefore available results are limited, however:
- It achieved worldwide press coverage and acclaim – from GQ Magazine to the Huff Post and AdWeek.
- Over 14,000 visits to the service since launch.
- @wherenext has received 13,060 mentions on social media since launch with an 80% positive sentiment
- Shifted the Heineken brand from beverage sector into the tech and social innovation space