On a night out with a group of friends people always like to know what exciting events are happening in their city.
Whether it is a last-minute gig or special night at a bar people always want to be in the know and ensure they do not miss out on what could make a good night great. Now Heineken has launched a social media campaign to ensure that people are always updated about what is going on in their local area.
As part of Heineken's Cities of the World campaign, @wherenext uses location-based social media activity to provide real-time information about events going on around them. By simply tweeting @wherenext and their location they will receive suggested events and places where they can enjoy and ensures that people do not miss out on exciting experiences.
Speaking about Heineken's latest campaign, Jean-Philippe Maheu, Twitter's managing director, global brand and agency strategy, said: "The initiative is really creative use of Twitter. It's well-suited to the real-time and mobile nature of the platform and will give fans a window into the most vibrant experiences in cities around the world, right in the palm of their hand."
Heineken explained that the inspiration behind this latest social network strategy was people's 'fear of missing out'. Not hearing about that certain secret gig or special music night at the nearby club can really rankle with some people and having the right information in front of them all the time is seen as really important.
The Dutch brewer is currently expanding operations in the UK after announcing a £50 million investment into its Manchester brewery. It wants to ramp up production in the north-west by two million hectolitres, 350 million pints, as part of its long-term ambitions to build on its leading position in the UK market. Work on the plant is expected to be completed by summer 2015.