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Heineken New Zealand Uses Beacons To Beckon Consumers
- Aug 10, 2016 -

Heineken New Zealand Uses Beacons to Beckon Consumers

Heineken New Zealand is piloting a solution to engage with consumers when they are near or inside pubs and restaurants, with the help of Bluetooth Low Energy (BLE) beacons. Rush Digital has configured 500 beacons and has worked with Darkhorse NZ to install these at more than 120 businesses around the country, in order to provide the brewery with a smartphone app, as well as content-management software to manage the beacon-related data. The new system, using an app called Heineken LIVE, is a unique concept developed by Saatchi & Saatchi, and is the first technology platform of its kind in New Zealand. The solution enables Heineken to provide consumers with messages and rewards relevant to those individuals' locations.

Rush Digital was founded in 2010 in Auckland, New Zealand, as a software company for video games, as well as enterprise and marketing solutions, according to Danushka Abeysuriya, the firm's CEO. Approximately two years ago, the company began offering BLE beacon functionality with its solutions so that businesses could provide location-based content. "We investigated doing the hardware ourselves," he says, "but we found that a lot of challenges related to BLE come from the software side of things." Since Rush Digital already specializes in software, the company then tested beacons that would work with its solutions.

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