Heineken New Zealand Uses Beacons to Beckon Consumers

Heineken New Zealand is piloting a solution to engage with consumers when they are near or inside pubs and restaurants, with the help of Bluetooth Low Energy (BLE) beacons. Rush Digital has configured 500 beacons and has worked with Darkhorse NZ to install these at more than 120 businesses around the country, in order to provide the brewery with a smartphone app, as well as content-management software to manage the beacon-related data. The new system, using an app called Heineken LIVE, is a unique concept developed by Saatchi & Saatchi, and is the first technology platform of its kind in New Zealand. The solution enables Heineken to provide consumers with messages and rewards relevant to those individuals' locations.