Designed as part of the company’s ‘Open your city’ campaign with agency RPM, the activation will run in conjunction with 30 bars across London that stock the lager. Consumers who purchase a Heineken will receive a complimentary branded wallet to encourage them to take part in the experience.
Participants will be asked to fill in their details and location on the event’s digital web app for a chance to win a drive in a branded ‘star cab’ across the capital. The green taxi will drop winners in another participating venue across town, along with a map of the surrounding area to explore. They will be welcomed by a host, served a Heineken and guided through the bar.
Destinations include Brixton, Clapham, Shoreditch, Angel, Camden, Notting Hill and Balham. Participants will be encouraged to share their experience digitally through social media channels and Heineken's unbranded @wherenext platform, which provides location-specific, socially-trending restaurant, café and bar suggestions.
Andrew Turner, on-trade category and trade marketing director at Heineken UK, said: "As part of our commitment to helping our trade customers to grow their business, we constantly strive to engage consumers with our brands, but also drive footfall and sales in outlet.
"The Star Cabs project showcases both the premium experiences that choosing Heineken can unlock and the wide variety of exciting outlets in London where Heineken is available."
Dom Roberston, managing director of RPM, added: "We were very proud to win the Heineken pitch with our unique Star Cabs concept, seeing it coming to life as we originally envisaged, across multiple channels is very exciting. We are looking forward to seeing increased levels of engagement between consumers and Heineken and opening up this special city for participants."
The wider ‘Open your city’ campaign, which will run for the next six months, has been designed to encourage consumers to break out of their local neighbourhood and experience different parts of the city. The Star Cabs concept will be advertised in bus stops, tube stations and in the Metro newspaper.
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