Brewing company Heineken has teamed up with Amazon to launch Pubscription, a service that the companies are positioning as the world’s first streaming platform for night outs.
Brewing company Heineken has teamed up with Amazon to launch Pubscription, a service that the companies are positioning as the world’s first streaming platform for night outs.
The new service adapts the search, recommendation and personalization algorithms inherent in video streaming to encourage people to interact more in real life. The platform was developed in collaboration with the Brand Innovation Lab, the creative division of Amazon Ads, and is currently undergoing a pilot test in the UK.
Pubscription works as an 18+ Fire TV app. Users can subscribe for free and choose pubs and bars by “genre” (from loud sports venues to cozy local pubs) depending on their mood.
In addition to recommendations, the app offers practical bonuses. Users receive four vouchers per month (no more than one per week) on their smartphones, which can be exchanged for a free glass of Heineken or Heineken 0.0 at participating establishments. The app also allows you to send invitations to friends.
“Pubscription uses the simplicity we’ve come to expect from streaming to do something very human: help friends get together, open a new pub and spend time with each other. Technology offers countless ways to have fun, but nothing can replace the simple pleasure of meeting over a glass of beer,” said Nabil Nasser, global brand manager for Heineken.
Heineken previously released The Boring Phone, a "stupid phone," and a special bottle opener that closed work applications on a laptop when opening a beer bottle.
