BrandArena: Heineken’s @Wherenext twitter service Excite Consumers

Friday 31 October 2014

Heineken’s @Wherenext twitter service Excite Consumers

Sequel to the successful unveiling of Heineken’s “Open Your City” campaign, Nigerian consumers’ have commended the brand for its @wherenext twitter service which has afforded them the opportunity to discover fun spots within their location.

The @wherenext app is a revolutionary digital experience which is part of the fully-integrated global campaign, ‘Cities of the World’ which the world’s leading international premium lager beer is undertaking to allow the “Man of the World” to continue with his fun filled and fast paced life.

The Twitter-based @wherenext service which works across the country, aims to help consumers explore new experiences of their cities, using a brand new and innovative social tool. The digital experience of the ‘Cities of the World’ campaign marks a milestone in the evolution of Heineken’s digital marketing strategy.

Bosun Olanrewaju, a staff of one of the new generation banks in Victoria Island, Lagos, who has leveraged the @wherenext app on twitter, reveals that he has made it a point of call every weekend to consult the service in order to discover exciting spots around him before he steps out. “Ever since I discovered Heineken @wherenext on Twitter, making a choice as to where to hangout has been very easy for me. I have, through this service, discovered some really cool spots which I wasn’t aware of initially. I commend the initiators.”
In the same vein, John Anakwe, an IT expert who resides in Ikeja, pointed out that the service makes it easier for him to make a choice of where to hangout anytime of the week, especially at weekends. “The stress of having to worry about where the ‘happening’ places are is totally eliminated when you access @wherenext on Twitter. The service gives you an array of the ‘happening’ fun spots around you. This is very cool. The choice is always yours when it comes to where you want to hang out.” He said.

Ene Pius, who resides in Barnawa, Kaduna describes the service simply as “awesome.”Continuing, she said an outgoing friend in Lagos told her about the service so she decided to check it out;“and it worked like magic here in Kaduna. It’s quite awesome to discover the exciting fun places within my area which I previously didn’t know about. It has really made discovering fun spots to hang out with friends very easy. I didn’t know Kaduna was this cool.”

Acting as a social compass, @wherenext reads the pulse of a city by using real-time location-based social activity to show where is hot and guide fun seekers to new adventures spots. The real-time recommendations engine helps consumers answer that eternal night-out question, ‘Where next?’ The real-time activity is also provided on a mobile responsive website for access to all consumers around the world.

Urging consumers who have not tried the service to avail themselves of it, the Senior Brand Manager Heineken,Mrs. Ngozi Nkwoji, said the brand – which is noted for its creativity - boldly break away from traditional beer marketing approaches to create stories that inspire people to be courageous and aspirational. “@wherenext and Cities of the World is the latest iteration of Heineken strategy, using rich consumer insights to respond to their desires to explore the great adventures in their cities.”

On how the exciting service works, Mrs. Nkwoji pointed out that the social-media-based service uses a unique algorithm that listens to social media activity, such as tweets, check-ins and photos across popular platforms like Twitter, Instagram and Foursquare and analyses which locations are trending. The platform helps people navigate nightlife, overcome their fear of missing out and live their city to the fullest.

To check out the trending spots or events within your location, simply log on to twitter, make sure your geo-location is on and Tweet @wherenext followed by your location. Within seconds you will get a notification revealing to you the trending spots around your location.

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