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.