location-based marketing Archive

iBeacon technology used in new rewarding Heineken app

Heineken is rewarding New Zealand consumers for exploring their city.

The Dutch brewing company, famous for its Heineken pale lager beer, is launching its Heineken LIVE app in New Zealand. The innovative app is equipped with cutting-edge iBeacon technology, which combines Bluetooth and GPS tech. It encourages users to go out and explore their city. When they head to participating Heineken venues they can get rewards.

Heineken is giving away $500,000 in prizes over the next six months.

The app primarily functions as a rewards system. Smartphone users who download the app and head to participating Heineken venues will receive two different types of points: Venue Points and Heineken Status Points. The venue points are limited to each venue. The Status Points elevate a user’s status and offers them an array of rewards. These may include big ticket surprise experiences, VIP event tickets, exclusive access to events, food and beverage offers as well as other opportunities.

iBeacon Technology Heineken Live App - Heineken bottleOver the next six months, the beer giant is giving away $500,000 in prizes. Users of the app can head to any of the more than 120 venues fitted with iBeacon technology for their chance to receive notifications and rewards from Heineken.

The iBeacon technology is a world first for the beer brand.

The company created the Heineken LIVE app in an effort to improve their connection with consumers between the ages of 18 and 30. This demographic is rarely without their mobile phones. According to Heineken New Zealand marketing manager Taylor Green, the technology is the next generation of loyalty programs.

Green also believes that the LIVE app celebrates what makes cities around New Zealand great. “Our cities are melting pots of culture, showcasing world-class food and drink, technology and exciting events” he said. Green added that “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 that he’s proud that Heineken LIVE was developed locally and will launch in New Zealand first. He also believes there is huge potential for the company’s iBeacon technology app to be successful around the globe.

Illegal location tracking leads to massive fine for InMobi

InMobi has agreed to settle charges from US FTC and will pay nearly $1 million in penalties.

Illegal location tracking charges have been placed against Indian-based mobile advertising company InMobi by the US Federal Trade Commission (FTC). The mobile ad network is subject to a $4 million fine by the FTC for deceptively tracking the locations of consumers. However, the fine was lowered to $950,000, due to the company’s financial condition.

Hundreds of millions of consumers were tracked, including children.

The FTC alleges that InMobi illegally tracked consumers’ locations and used this information for behaviorally targeted advertising. InMobi’s advertising software tracked the locations of consumer’s when they opted in, but not always in accordance with their device’s privacy settings. The company was actually tracking the locations of consumers regardless of whether or not the apps using the company’s software asked the consumer’s permission. Even when consumer denied permission to access their location information, they were tracked anyway.

Illegal Location TrackingTo make matters worse, according to the FTC, InMobi also violated the Children’s Online Privacy Protection Act (COPPA). It did so by collecting information from applications that were directed at children, even though InMobi promised that it didn’t.

What the FTC discovered was that InMobi developed a database built on the information the company gathered from consumers who allowed InMobi to access their geolocation data. This data was combined with the wireless networks that were near consumers in order to document the physical location of the actual wireless networks. The company then used that database to deduce the consumer’s physical location based on the networks they were close to. This occurred even when they had the location collection feature of their device turned off.

In addition to its illegal location tracking fine, InMobi must adhere to stiff rules.

Aside from paying the $950,000 fine, InMobi must also delete all the data it collected from children. The company will be prohibited from collecting the location information from consumers without their express consent. They will also be required to honor the location privacy settings of their consumers. Additionally, information collected without consent must also be deleted.

The settlement resulting from the illegal location tracking fiasco will also require InMobi to set up a comprehensive privacy program. For the next 20 years, this privacy program will be independently audited every two years.