In this film we see how we turned Heineken bottles into navigation tools and placed them around Amsterdam to lure unsuspecting tourists to the Heineken Experience. We documented the journeys of the unsuspecting tourists that were bold enough to pick up the bottle. During their journeys the tourists came across everything Amsterdam has to offer, such as the beautiful Vondelpark, the famous canals and even some flamboyant transvestites. In the end we see how the bottles guided their holders to the iconic Heineken Experience, the home of Heineken.

Heineken Experience wanted more tourists to visit them and know about their existence. That’s why we placed five Heineken bottles with a mission through out Amsterdam for one day. We documented the journeys of the unsuspecting tourists that were bold enough to pick up the bottle. We shared this documentation film online with Heineken fans via social media channels. Next to pushing the film via social channels, we also invited selected influencer blogs globally to view the case film online and let us know their thoughts about the new bottle and the innovative technology. And to get even more media coverage, bloggers from the creative, travel, lifestyle and technology publications were contacted to report about the experiment.

Over 200 people went on an unknown journey through Amsterdam. They walked a total of 100 KM. The online film was seen over 200.000 times in just one week. The bottle with a mission got global attention in countries, such as The Netherlands, Germany, United Kingdom, France, Spain, Brazil, USA and even Thailand learned about our innovation story and of course the Heineken Experience.