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.
Over 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.
Rimmel London’s Get the Look beauty app is bound to be a hit with makeup lovers.
The augmented reality app designed for mobile allows users to “steal” a makeup look from friends and even celebrities in magazines. Dubbed the “Shazam of beauty”, Rimmel’s newly launched 3D augmented reality (AR) application uses technology that enables consumers to digitally try out makeup styles. The AR tech identifies makeup on images and people, letting consumers match this makeup with Rimmel products that can be purchased online or in stores.
Mirror technology allows app users to virtually try on Rimmel makeup before buying.
The new app called Get the Look is based on Rimmel’s Get the Look Technology. It also uses the patent-pending FACE technology created by Holition. The AR tool utilizes advanced real-time tracking to detect makeup on the scanned subject. It can detect everything, including mascara, eye shadow, eyeliner, lipstick, lip liner, foundation, blusher and bronzer. It also identifies skin textures and face shapes. If the app is used to scan makeup from one of the company’s competitors, the technology will automatically pair the consumer with similar Rimmel products.
The face-tracking technology within the app also tracks the movements of users. They can smile, turn and talk and the virtual makeup remains in place just as if they were looking in a real mirror.
The augmented reality app also lets users customize different colors and shades in real-time.
Users can easily capture looks from the street with their smartphones. They can then replicate the look on themselves via the app using Rimmel products. This interactive experience helps consumers to mix and match and find the look that they want.
“Make-up consumption has increased, and one of the main drivers of the market’s growth is that women have access to tutorials,” said Montse Passolas, Vice President of global marketing at Rimmel and Manhatten. “You used to need a make-up artist to know how to do contouring, and now you don’t, you go online, it’s so accessible,” added Passolas.
Rimmel’s augmented reality app provides a similar makeup artist experience. The cosmetic brand’s Get the Look app lets users still try on makeup before buying it online. The app is currently available for both iOS and Android and is free to download.
Over 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.