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GPS bottles lead Dutch on an adventure

Aluminum Heineken bottles placed in Amsterdam’s city center lead unsuspecting residents and visitors on an adventure guided by the bottle’s GPS technology.

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In May 2015, Heineken launched a promotion for the Heineken Experience—its former brewery transformed into an interactive experience—that had unsuspecting residents and visitors to Amsterdam following GPS-enabled bottles to its brewery doors. The bottles were staged in several places in the city center atop pillars that read, “Follow me.” Those who were bold and curious enough to pick up the bottles activated a built-in compass mechanism. Once they began walking, the bottle vibrated, and the custom cap lit up red and swiveled to point out the route.

“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,” says Dirk Lubbers, Heineken Experience Manager. “Last year, the Heineken Experience attracted over 730,000 people, a record. With our new GPS-enabled bottles, we are confident that we will be able to attract even more this year.”

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