The unlikely partnership was inspired by poll data suggesting people are more absorbed in their phones and using technology, specifically with voice notes, to spur meaningful connections. Heineken said after reviewing global data it commissioned, it was inspired to encourage in-person mingling and what better way for a beer brand to do that than by teaming up with a major tech company to offer fans free beer, so long as they're willing to exchange it for a voice note.
Heineken Teams Up With WhatsApp to Launch Bot That Trades Voice Notes for Real Beer
Part of what Heineken wants fans to trade in their voice notes for a real-life beer (on the brand) and an in-person convo is not only to get consumers to drink more of its beer, but to bring back the art of conversation and ditch "barely engaging" messages.
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“At Heineken, we want to make it easier for people to share moments of socialisation in real life," Nasser added. "That’s why we have launched the ‘Could have been a Heineken’ WhatsApp bot, incentivising people to swap long voice notes for a refreshing in-person catch up over a beer of course."
Heineken and WhatsApp launch 'Could have been a Heineken' Bot.Heineken
Here's how it works:
Heineken didn't offer any insight into future plans to expand access to the bot (and, in turn, the free beer) or what happens to the voice notes participants submit (if anything). Should more information become available, we'll be sure to update this post.
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