Heineken has launched a new app that gives users on-the-spot offers and rewards they can use in cities around New Zealand.
The Heineken LIVE apps uses iBeacons (Bluetooth) with smartphone GPS to give on-the-spot recognition to app users who have been out-and-about in their city, rewarding them with surprise experiences.
Using information captured by GPS and iBeacons, installed in more than 120 outlets across the country, users accrue two different types of points, Heineken Status Points and Venue Points, each time they go out to a Heineken venue. Points are based on the number of times users are out and within range of an iBeacon.
The more users get out and explore their city, the more they interact with iBeacons recognised by the app, and the more offers, rewards and experiences they may unlock.
Through the app, Heineken LIVE users are able to receive a multitude of big ticket surprise experiences, rewards or opportunities such as VIP event tickets, money-can’t-buy-access to events and food and beverage vouchers. Over $500,000 worth of rewards will be on offer for the first six months, according to a company statement.
“Heineken LIVE is a platform that celebrates what makes cities around the country unique while bringing a taste of the world to New Zealand - in a way that’s never been done before,” comments Taylor Green, Heineken New Zealand marketing manager.
“Our cities are melting pots of culture, showcasing world-class food and drink, technology and exciting events. However, people are always looking for new and unique experiences with a global feel, especially those who have lived in other cities overseas.
“Heineken LIVE uses innovative technology to encourage people to discover the best parts of their cities as well as see old favourites in a whole new light, rather than drinking more,” Green says.
“Imagine being out with your friends on a Friday night and getting a notification on your phone saying there’s a helicopter booked to take you to an amazing party on the other side of the city. There are some unforgettable experiences on offer that wouldn’t be out of place in London or New York,” adds Green.
According to Green, Heineken will be the first in its category to use and implement iBeacon technology to this scale and in such a unique way.
Auckland-based company, Rush Digital, worked closely with Saatchi & Saatchi, developing the app for more than six months.
“There’s huge potential and demand for Heineken LIVE to be used in cities around the globe but I’m proud that we developed it locally and will launch it in New Zealand first,” Green adds.
Heineken LIVE is available to download free for use on iPhone and Android phones only. Users must be 18 years and over to use the app.