New Zealand First Heineken Live App Gives Kiwis The Keys To Unlock Their City
Kiwis 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 the latest in two cutting-edge technologies, 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."
“Heineken LIVE is a fantastic example of using technology to enhance people’s social experiences in a completely
seamless and intuitive way,” said Terry Williams-Wilcock, Saatchi & Saatchi Digital Creative Director.
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.”
ENDS