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Heineken’s groundbreaking Twitter campaign

Heineken has just launched a groundbreaking Twitter campaign that uses location and trends to suggest which venue users should visit next.

Where to next?

The @wherenext campaign works by asking users to tweet '@wherenext' and their location, then the campaign suggests trending restaurants, bars and events in the area. 

Here's a video showing how it works.

There's also a mobile responsive website that features a heat-map of the area, and live Instagram feed from each venue.

FOMO

The @wherenext campaign pulls its data from tweets, check-ins and images gleaned from Twitter, Instagram and Foursquare.

It is now active in 100 countries and designed to appeal to men in the 20s and 30s – or those with a case of FOMO.

Multi-platform performance

What's interesting here is how Heineken is using the strengths of different networks to give users a more engaging experience, instead of focusing on one platform.

If it takes off expect to see similar campaigns popping up soon. 

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