Heineken uses BLE beacons to reward Kiwi consumers

Heineken Live
POINTS MEAN SURPRISES:  Heineken is rewarding Kiwi drinkers with VIP experiences

New Zealanders are being rewarded with experiences such as flights, helicopter rides and VIP event access whenever they are close to Bluetooth Low Energy (BLE) beacons installed in 120 Heineken locations across the country via the beer maker’s Heineken Live mobile app.

“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 to a Heineken venue,” the company says.

“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 to 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.”


“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 company adds. “Over $500,000 (US$355,320) worth of rewards will be on offer for the first six months.

“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.”

Heineken worked with Auckland-based company Rush Digital and advertising agency Saatchi & Saatchi to develop the mobile app and launch the service in New Zealand.

World class

“Our cities are melting pots of culture, showcasing world-class food and drink, technology and exciting events,” says Heineken New Zealand’s marketing manager Taylor Green. “However, people are always looking for new and unique experiences with a global feel, especially those who have lived in other cities overseas.

“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.”

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