Heineken wants to plan your nights out

Dutch brand Heineken is releasing a new service to its customers in cities across the world. 

This new Twitter account will allow them to plan your nights out based on real-time location-based social activity which they will use to recommend where to go next.

The @wherenext service will be launched by Heineken today as part of the brewers attempts to appeal to contemporary men across 100 countries.

The company are using an R/GA algorithm to determine pubs and clubs which are trending in areas based on location services attached to Twitter Instagram and Foursquare.

To use the service, simply Tweet '@wherenext' and your location and the site will do the rest.

The idea of the service cam about after research suggested that many consumers in different cities want to experience new places to 'heighten their social currency'.

Heineken have said "People in Rio de Janeiro city dwellers see happiness as the absolute mark of achievement, whereas in London people want to define success for themselves.

"The tool’s recommendations attempts to represent these cultural nuances in a way that makes localises Heineken in each market."

Paul Smailes, global head of digital for Heineken added they “won’t just send people to venues that sell the beer”

"We don't want users to feel like it’s a branded only application”. New social networks could be added to the platform moving forward, while the brewer is also assessing demand for other utility-based services.

The @wherenext campaign is the second biggest investment from Heineken after the Champions League.

“Mobile is the really big area of focus for Heineken. We want to provide frictionless experiences where consumers are already gathering rather than trying to force them to an app we’ve developed." added Mr Smailes.

Heineken plan to actively promote this new service with a new global campaign over the next four months. It has struck a 6 month deal with the London Metro which will help create a "London Hub" for the site.


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