Heineken taps into the world’s stay-at-home streaming obsession in a new collaboration with Amazon’s Fire TV that encourages consumers to get off the couch, get out and socialize.
Now in a pilot in the U.K., the beer brand has launched Pubscription, described as “the first streaming service for nights out.”
The app, created with Amazon Ads’ creative arm Brand Innovation Lab enables subscribers to search for a nearby local pub by genre or mood and invite friends to meet up. Subscribers will also receive four vouchers for a Heineken or Heineken 0.0., one of which they can redeem weekly via their smartphone.
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“Streaming services have set the bar for how easy discovery should feel,” said Nabil Nasser, global head of Heineken. “We wanted to bring that same simplicity to finding where to meet friends… if technology can help billions of us discover what to watch, then why can’t it help people discover opportunities to connect in real life? We’ve always believed the best moments happen when people come together, from spontaneous pub trips to the nights that turn into unforgettable memories with friends. With Pubscription, we’re taking the benefits of streaming to help bring more of these moments to life… ”
A short film, seen on the app, promotes the app as if it were a preview for an upcoming feature blockbuster film. As dramatic music plays against a Heineken green background, a very serious-looking shot features two men staring at one another while a bartender polishes a Heineken glass. A super reads “This autumn… get ready to experience… the original entertainment…” as the tension is broken with laughter. “Pubs” reads the super, as the Pubscription app is revealed and shots turn to people enjoying themselves at various pub across the U.K. The ad end with the line, “Turn nights in into nights out.”
The app serves as a continuation of Heineken’s ongoing global commitment to running global campaigns directly aimed at encouraging more IRL screen-free socializing.
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