The key objective was to create a unique and unforgettable 'Heineken experience' using mobile technology. We realised we had to stay away from apps because these individualistic mobile experiences do not fit in a social club context. So we started to think completely outside the screen. The best interface is NO interface. Technology at the back and seamless, intuitive experience at the front.

Our key challenge was solving all the technical hurdles along the way in the very short time frame we gave ourselves to proof the concept with a working prototype: from brief to public launch in 10 weeks.

Heineken’s ambition is to compete with white spirits rather than beer brands, so we needed to revitalize Heineken’s premium position amongst the nightclub audience. To do this, Heineken wanted to take its promise to “open your world” even further and enhance the organic way in which the product is used based on social interaction within the audience.

A key requirement was to use pioneering technology and design to create inventive new ways to experience the product and the brand by enhancing people’s natural behavior, and to create new memorable brand experiences that will also spark social connections and conversations.

We used rapid prototyping, 3D printing, Arduino and custom software development to move through a number of quick iteration cycles to a final prototype.

The final prototype included 8 LEDs, an accelerometer and gyroscope for detecting audience motions (drinking, cheersing, sitting idle). The board also had a microprocessor and wireless transmitter which allowed us to take control of the bottles and sync them to the beat, lighting and venue screens. So, at any given moment the DJ, VJ, laser-show and all the bottles could come together in a climax where the audience became part of the experience.

Robust, simple, intuitive.

Heineken Ignite is a prototype and not a stunt, the film of the prototype launch (shot and edited the same night) was not promoted to public. The Tumblr blog with the production story for selected press was password protected, but received 3.500+ visitors and the videos on YouTube a collective count of 200,000 within a few days. The story went global and Heineken Ignite was featured on 300+ blogs including mainstream titles like CNBC, Engadget and Huffington post. Heineken are now looking to roll out in nightclubs in 7 of their top 25 markets before the end of this year.