Heineken launches ‘The Opener’
Heineken launches its first interactive iPhone application (why why why? I have an Android device! Ish!) which incorporates ‘augmented reality’ technology. Carrying the name of ‘The Opener’, the app is one of Heineken’s many initiatives under its new thematic campaign ‘Be a Man of the World’ which aims to further stamp its mark as the World’s No.1 International Premium Beer Brand.
iPhone users can now download ‘The Opener’ application for free via Apple App Store and with this application, users are prompted to virtually open their world by searching virtual bottles all over the country in augmented reality and digitally engaging with them. Each bottle opened carries points which the user can accumulate over six weeks to win weekly prizes including an iPad2 as well as the Grand Prize of a trip for two to Amsterdam – the birthplace of Heineken. Apart from that, some bottles might just spring an additional surprise, with treats in the form of experiential treats that users can redeem unique experiences including zorbing, learning how to fly a plane for a day or simply enjoying a Yemeni dining experience in the heart of KL.
“Heineken continues to live up to its constant drive for progress by bringing these innovative technologies to its consumers, giving them the ultimate experience that embody Heineken’s brand pillar of Innovation.” says Jasmine Foong, Marketing Manager of Heineken Malaysia.
By looking for virtual bottles where they normally don’t exist, it reinforces the notion for the user to look at their daily surroundings with an “open awareness”. Besides the games and prizes element, The Opener also serves a very practical function by providing users with suggestions of nearby drinking outlets through the use of the phone’s GPS as well as providing users with hundreds of fun drinking related tips and facts that will be useful to every ‘man of the world’.
So for all my friends who own iPhones go download The Opener at http://itunes.apple.com/my/app/heineken-the-opener/id454434167?mt=8