Heineken Experience
Chroma-keying experiences
Visitors discover the fascinating Heineken brewery. At the Karaoke Stage visitors record a video of themselves riding a bike through the chroma-keyed backdrop of Amsterdam while singing the old Dutch favourite “Tulips from Amsterdam”.
In the photo booth, visitors take a photo of themselves with their faces peeking out of a huge copper beer vat or a photo of themselves toasting with a beer. Both souvenirs are perfect for sharing, which is facilitated by direct sharing functions integrated into the Digital Souvenirs platform. The visitors of this exhibition are particularly keen sharers, they produce up to 50,000 digital souvenirs per month!
Brewing connections with Heineken
Kiss the Frog co-created several interactive setups for Heineken. One of them, ‘Legendary Lane,’ is inspired by the Holland Heineken House at the Olympic Games. In this game, visitors can design a personalised tile featuring their name and a chosen Olympic sport, which is displayed as a newspaper-style achievement.
In the ‘Tap Challenge,’ visitors can pour a virtual beer. A sensor in the beer glass detects whether the visitor is holding it at the correct angle under the tap to create the perfect foam head. The travelling experience, ‘Trophy Tour,’ featured an interactive setup where visitors can take a selfie with one of the world’s most celebrated trophies—the UEFA Champions League Cup!
Digital Tour Guide
In 2019, Heineken launched a digital tour guide, provided via the app. The tour is an extension of the Heineken Experience that is focused on interaction and personalisation.
One of the stories in the Digital Tour Guide contains an augmented reality animation that is activated by simply using a Heineken beer coaster. It is an animation about the brewing process in which the visitor adds ingredients themselves.
“Fantastic! There is so much that you can do yourself that you're not bored even for a second!”
Visitor review, Tripadvisor