A big trend is the merging of the digital and physical worlds. (Please don’t call this phygital. Really, please.) Heineken is the latest to take a stab at bridging virtual life with real life.
As part of its campaign “Heineken Ignite,” the beer brand, with the help of agency Tribal DDB, has come up with what they are calling the first “smart beer bottle.” The new bottle uses micro sensors and wireless networking technology to sense motion and lights up in response.
The bottle can also respond to music and the output of specific audio and data cues. For example, it can detect different kinds of motion like cheering, drinking or sitting idle on the bar counter. The bottle lights can be remotely activated, so that all bottles can be programed to synchronize to a music beat.
“We wanted to develop an idea that would re-invent the nightclub experience unlocking the power and possibilities of mobile innovation and technology,” said Paul Smailes, global head of digital at Heineken.
This interactive bottle design was part of an innovation workshop exercise the brand created to come up with a way to create an interactive experience with its bottles that uses mobile technology. Heineken used Tribal DDB’s “Spark” process which involves a set program of research, briefing, ideation, development, consumer validation and prototyping over a 10-week period.
“The hardest part of innovation is making it happen within the increasingly faster pace that new technologies and innovations are rolled out,” said Sandra Krstic, deputy managing partner at Tribal DDB Amsterdam. “Heineken recognized it needed to adopt the principles of lean start-ups.”
The brand is testing the Ignite bottle design during Milan Design Week. According to Smailes, the brand will continue to experiment with the bottle and concept in order to determine the next steps and whether or not it will be made available to the public.
The fly in the ointment here, of course, is price. Heineken didn’t say how much the prototype cost, but it’s a safe bet that a smart six pack would set you back a pretty penny.
Image via Heineken
More in Marketing
Future of Marketing Briefing: Accenture’s Whalar bet: own the room when creator marketing gets complicated
The Whalar deal is Accenture running the same play it ran on programmatic — only this time it got there earlier.
How DUDE Wipes turned to unconventional sponsorships after sports inventory prices surged
As sports sponsorship costs rise, brands like DUDE Wipes are turning to emerging leagues and unconventional placements.
Agency AI pitches are starting to face harder questions
As agencies race to sell proprietary AI the future of marketing, 3C Ventures argues advertisers need more proof.