Although there is some fatigue in regards to the use of applications to flirt, these are still the main space to which many users go to meet people. Taking this behavior as reference, Heineken He has created his own version to encourage young people to leave their comfort zone and socialize and, thus, publicize the bars, which are the company’s main clients.
Designed by the creative agency Le Pub, the initiative “Bar dating”, released in Italy and Brazil, it offers an application that allows consumers findthat better fit with their preferences and interests. As with Tinder, users can slide the different profiles and make “match” with the premises.
Heinken communicates the action with three different spots In which he shows, from humor, situations that show that one has settled too much to a trusted bar and is time to meet new ones. To be appointed customer of the month every month, or that the manager calls you order as if you were at home, are some of the reasons to explore new stores.
Each bar has a profile in which description can be found key features of the premisesas if it stands out for your beer, for your live music proposal, or for snacks. Along with this, information about opening schedules, telephone, address or a link to the bar website is also offered.
In this way, the company expects the initiative to help consumers break with monotony, and to promote bars sector, encouraging users to approach them. From Heineken they say that he has collaborated with bars to shape his profiles and thus attract new clients.
“We want to encourage young people to leave their comfort zone and visit new bars to forge more real -life connections”; Nasser has commented, Global Brand responsible for Heineken, in a statement.”When speaking with a generation of digital natives, being inspired by the world of appointment apps seemed a natural starting point”
The action is based on A study made in March between 7,200 consumers of 8 different markets about their consumption habits. According to this, 67% of young adults admit that they tend to go for sure and return to the same bar again and again when they are left with friends. In addition, when they want to discover new places, 21% are concerned to go to a place they don’t like; 18% say it is too difficult to please all their friends and 15% say they feel overwhelmed by the number of options.
From there, Heineken discovered that two thirds of these young people would like to find bars in the same way that appointment applications useand that many others claim to be willing to consider an open relationship with their bar. Two out of five, on the other hand, believe that discovering new places could maintain their stimulating and exciting social life.
More info: “Bar Dating”
