Why Heineken preserved pubs as museums [Video]

Winning The Drum Awards for Experiential Responsible Activation Gold is LePub and Heineken with ‘Heineken’. Here is the award-winning case study.

Heineken’s brand mission is to help people enjoy a richer social life. Irish pubs, which are globally recognised cultural icons and the birthplace of social life, have been facing a financial crisis: higher running costs, higher taxes and inflation have resulted in the closure of a quarter of Irish pubs, an average of 150 each year.

The Irish Heritage Council offers protection, tax support and other financial benefits to places of historical significance that are open to the public, such as museums. So, Heineken turned historic Irish pubs into virtual museums, with the help of local historians and AR technology to create the exhibit, enabling their rich past to protect their future.

BACKGROUND:

Irish pubs represent significant pieces of local history, many of which treasure priceless stories and valuable heirlooms. Pubs continue to play a fundamental …

Tags Brand Activation, Brand Experience, Brand Storytelling, Content Creation, Marketing Events