Heineken and Amazon begin UK pilot for pub discovery service
Heineken and Amazon are piloting a new pub discovery service in the United Kingdom. Pubscription lets users browse participating venues by the type of occasion, invite friends and redeem a weekly voucher for a Heineken or Heineken 0.0. Subscribers aged 18 and over can join for free through the age-gated Pubscription app on Fire TV. Four vouchers are issued each month, with one redeemable per week at participating Star Pubs. The service was developed with Brand Innovation Lab, the creative arm of Amazon Ads, and uses a streaming-style interface to group pubs by genre, including sports pubs and more relaxed local venues. Heineken says Pubscription aims to simplify deciding where to go and to encourage trying new venues. The research, a poll of 2,000 UK adults commissioned by Heineken, found that 38% would go out more often if finding a venue were as straightforward as discovering something to watch, and 46% would be more likely to try a new venue if recommendations matched their interests. Nabil Nasser, global head of Heineken, described Pubscription as using streaming’s simplicity to help friends meet up, discover a great pub and spend time together. The same study found that 28% said spontaneous plans to meet friends are much less common, and 53% cited face-to-face conversations as a main reason they value going out. Source: The Morning Advertiser
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