Heineken Turns Bottles Into Compasses to Lure Tourists to Amsterdam Visitor Attraction
In-built GPS System and Swivelling Cap Point the Way to the 'Heineken Experience'
May 04, 2015
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."