Experiential Marketing: Heineken’s Bottle With a Mission campaign

Experiential marketing appears to be the in-thing globally nowadays as more companies sees the need to connect emotionally to their consumers by engaging them with their brands.

Together with JWT Amsterdam, the premium beer brand Heineken recently launched a social experiment that involved hundreds of GPS-enabled techy beer bottles.

Heineken secretly filled some of their bottles in the Dutch city with a GPS system that guides drinkers through a series of locations throughout the city, with the tour ending at the Heineken Experience, the beer’s visitor’s center that already attracts 730,000 visitors a year.

With the rapid growth of technology in Africa and increasing competition in the continent's market, this kind of campaign is what brands and their IMC agencies should be looking at in the future.