Heineken Live App uses iBeacons to give Kiwis the chance to unlock their city

heiniken LIVEKiwis will be the first in the world to use an innovative new app that encourages people to get out and unlock their city – and be rewarded for it. Heineken has launched Heineken LIVE, the first app of its kind in New Zealand to surprise users with exclusive offers, rewards and experiences sent straight to their smartphones.

Using iBeacons (Bluetooth) with smartphone GPS, Heineken is able to give on-the-spot recognition to app users who have been out-and-about in their city, rewarding them with surprise experiences such as flights around the country, helicopter transport to an event or special access to VIP areas in venues. 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.

According to Taylor Green, Heineken New Zealand Marketing Manager, 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. “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 said.

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.

Through the app, Heineken LIVE users are able 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.

“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,” said Green.

Heineken will be the first in its category to use and implement iBeacon technology to this scale and in such a unique way. It is a case of Kiwi ingenuity with Auckland-based company, Rush Digital, working closely with Saatchi & Saatchi, developing the app for more than six months. Danushka Abeysuriya, CEO of Rush Digital, said, “We are delighted to be a part of such a unique and comprehensive technology platform. Heineken has a passion for innovation and pushing technological boundaries which has made the development of this platform an exciting undertaking.”

Green believes, “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.”

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Categories: Beacons

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