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Heineken chases Internet of Things with interactive beer bottle

According to Cisco, adoption of the Internet of Things represents a $14.4 trillion value opportunity for enterprises around the globe over the next decade resulting from increased revenues and decreased costs.

Internet of Things and beer

Heineken's Ignite line seeks to boost brand awareness through the Internet of Things.

Heinekens’ bid to embrace the Internet of Things is clearly marketing-based with the hope to push up sales if consumers take a liking to its sensor-laden Ignite beer bottles that will begin to appear in select markets by the end of the year. The bottles light up when music is played in a nightclub and when being hoisted by enthusiastic drinkers.

The concept was test during Milan Design Week in April, and will be rolled out in nightclubs in seven of Heineken’s top 25 markets before the end of the year.

Heineken says that the intent of the Ignite project was to develop an idea that creates a memorable Heineken experience by unlocking the power and possibilities of mobile innovation and technology. The company believes that mobile innovation offers a much more rewarding experience than just an app and embraced the challenge to think about how the product could be leveraged as an interface to the brand experience.

The interactive beer bottles each contain enough technology to rival an iPhone. The tehnology includes eight LED lights, a processor, an accelerometer, gyroscope and a wireless transmitter with antenna. Fifty individual components all need to seamlessly work together.

 

Heineken Ignite Innovation from DDB & Tribal Amsterdam on Vimeo.

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