Heineken Ignite: a project that aimed at creating a memorable Heineken experience that unlocked the power and possibilities of mobile innovation and technology. The goal was to go beyond the creation of just another mobile application, think beyond the screen and find a solution that was robust, simple and needed no explanation in a nightclub setting.
Therefore we engaged Heineken into the special Spark innovation track based on start-up thinking and involving the client right from the start in all aspects from briefing to creative concept. Using a multi-disciplinary team of product designers, creative technologists and user experience designers partnering with MassiveMusic, Contagious, C10, the Global Heineken Design team and independent experts from a wide range of industries, we took a product from concept to launch in just 10 weeks.
At the end of the 10 weeks we launched the prototype of Heineken Ignite (a limited number of 250 bottles) during the Milan Design Week in Heineken’s Lounge of the Future.
Heineken Ignite interacts with other bottles, its environment and the people around it, bringing together interaction, data and networking. The bottle uses micro sensors and wireless networking to sense the moment when a bottle is being used to say “Cheers”, people drinking or resting on the bar. The motions trigger light effects illuminating the swirls of beer, carbon dioxide and oxygen. Besides that it can be remotely controlled by specially developed DJ/VJ software, synching the network of bottles to the music.
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.