This Twitter-based service provided clear links to promotional Heineken nights out and Heineken pubs and bars as part of a broader mission to connect users with trending destinations near them.

It did so by activating Heineken’s long-held brand communication idea ‘Open your City’, turning a message into a behavior and converting a brand promise into a brand reality.

We created a unique algorithm that allowed us to listen to social media activity –– tweets, check-ins and photos across Twitter, Instagram and Foursquare that included @wherenext in their posts. It analyses places that are trending and matches it to the user’s location.

It gave us the ability to automatically serve up real-time, trending recommendations.

@wherenext isn’t an Android or iPhone app - it’s seamlessly integrated with Twitter, so users are just one tweet away from finding out where to go next. It works in multiple languages and is available globally.

As an alternative to Twitter, we designed and developed a real-time heat map on a mobile responsive website.

The campaign received worldwide press coverage and acclaim – from GQ Magazine to the Huffington Post and AdWeek. There have been over 14000 visits to the service since launch and @wherenext has received 13,060 mentions on social media since launch with an 80% positive sentiment.

The most compelling behavior we saw was in Germany where we had over 50% returning visitors to the service. This told us we were providing much needed, accurate and timely information, something no other publisher or recommendation service has been able to provide.

On top of that, @wherenext achieved its secondary objective: to shift the Heineken brand from the beverage sector into the tech and social innovation space.