Heineken is trying to lure more visitors to its "Heineken Experience" tourist attraction in Amsterdam brewery with a stunt involving GPS-enabled bottles.
Agency JWT Amsterdam has fitted the bottles with a GPS system and is placing them randomly around the city for people to pick up. The bottles have a built-in compass mechanism, so once the holder starts walking, the bottle vibrates, the cap lights up red and swivels to point out the route to follow -- eventually leading them to the Heineken Experience, via various city locations.
The Heineken Experience, situated in a former brewery, brings together the industrial ethos and heritage of the Heineken brand. Last year it attracted 730,000 people. Manager Dirk Lubbers said in a statement: "Handing out flyers is not very Heineken, so we wanted to play on the brand's famous inventiveness, wit and pioneering spirit and create something that stands out for potential visitors."