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Heineken chooses augmented reality to interact with customers

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As a part of its UEFA Champions League Campaign 2015, Heineken, the iconic premium lager beer brand announced its association with the Image recognition and augmented reality platform app, Blippar for bringing alive the limited edition UEFA Champions League Trophy bottles and cans.

Heineken’s emphasis on its credo ‘open your world’ using Blippar’s innovative technology, allowed consumers to live the Heineken experience like never before. Customers were able to “blipp” the Heineken limited-edition trophy bottle and the phone screen would activate a unique digital experience. Consumers could then choose between entering a lucky draw to win a trip to Ibiza for the Heineken Ibiza Final or play a fun football game. Adding to the motion sensing experience within the screen was a 360-degree rotating limited edition bottle for the consumers to interact with. At the end of the campaign the brand selected two lucky Indian consumers to go on an all-expenses-paid trip to the Heineken Ibiza Final to witness the UEFA Champions League Finals party and the opening of the Ibiza party season. Roger Nilson Lobo from Bangalore and Santosh Bangera from Mumbai would be on their way to Ibiza in early June.

Samar Singh Sheikhawat, Senior Vice President, United Breweries Ltd

Samar Singh Sheikhawat, Senior Vice President, United Breweries Ltd

Commenting on the association, Samar Singh Sheikhawat, Senior Vice President, United Breweries Ltd said, “In the rapidly evolving world of digital communications, the changes might be multiple but the crux remains the same – finding innovative and instantaneous ways of touching the lives of consumers. Heineken is known globally for its iconic design and for breaking new ground with its approach towards marketing. With the Blippar app are giving our association with the UEFA Champions league a different twist and letting consumers interact with the limited edition trophy bottles in a unique manner.

Commenting on the development, Arnav Ghosh, Regional Director, Blippar India, said,”Blippar is proud and delighted topartner with a popular brand like Heineken for their UEFA Champions League campaign. This is an all-new opportunity for consumers to experience this unprecedented and innovative technology. With this collaboration, I am positive at bringing many more boundless possibilities to life”

Augmented reality makes it easy for retailers and brands to engage their customers. Retailers and brands are using augmented reality to engage consumers who previously were beyond their grasp. All in all, AR is going to play an increased role in both retailers and consumers lives. More and more buying decisions are going to be influenced by AR, including both promotional tools and information services.

The Blippar application is available on the app store all leading operating systems like iOS, android and windows for free.

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