Heineken launches Twitter account that plans your night out for you

The new account @wherenext monitors social media activity and then provides real-time information about events going on in that location.

Users who tweet the account with their location will get suggested events and locations in return.

The company is using an R/GA algorithm to determine pubs and clubs which are trending in areas based on location services attached to Twitter Instagram and Foursquare.

The initiative is part of heineken’s Cities of the World campaign, which is launched today.

Gianluca Di Tonda, Heineken’s senior brand manager, said: “Cities of the World and @wherenext is the latest iteration of Heineken strategy, using rich consumer insights to respond to their desires to explore the great adventures in their cities.”

The initiative was a creative use of Twitter, said Jean-Phlippe Maheu, Twitter’s MD of global brand and agency strategy. “It’s well suited to the real-time and mobile nature of the platform and will give fans a window into the most vibrant experiences in cities around the world, right in the palm of their hand.”

Heineken plans to test out @wherenext with an upcoming promotional challenge to uncover the best-kept secrets in three respective cities.