Heineken Delivery Men present mobile geoblogging

Heineken & Qi are again introducing a special innovation: the first mobile geoblogging marketing campaign in the world. Made possible by a special integration of the mobile application Bliin and it’s real-time connection to the brand website Heineken.nl.

Every day, the Heineken Delivery Men are on the road, ensuring every café in the Netherlands is provided with beer, soda and other drinks. We made these men everyday’s hero, by showing their activities live on the website Heineken.nl.

Based on the new mobile technology developed by the Dutch start-up Bliin.com, their location was made trackable live. Simply by mobile telephone with a GPS.

Through the mobile Bliin application, the Delivery Men took pictures and recorded videos on their tour that were directly uploaded onto the Heineken website, and were plotted on the Google map on the exact location of where they have been taken.

Visitors were pulled into the highly engaging game, where they needed to guess the next destination of the Delivery Men. "On the road", the visitors received hints and tips, while the trucks were heading to their destinations. Almost 500 Heineken café’s were plotted on the map.

By the strong, in real-time-and-space- integration of this "Twitter-deluxe" way of mobile blogging, and the Heineken.nl website, the campaign literally brought Heineken’s slogan "Serving the planet" to life. We created unique, highly engaging and innovative branded entertainment, which was very well evaluated by the visitors and the media.

A mix of guts, high tech and creativity brought marketing to the next level. That’s why we think this campaign is worth a Integrated Mobile Experience Webby.

Read more about Bliin (Link: http://blog.bliin.com/?page_id=2)