Heineken Amsterdam is attempting to compete with microbreweries by offering young tourists a personally brewed bottle of the city's famous drink.
To pull off the stunt, the beer company partnered with travel agencies and then targeted ads towards young men who they knew would be traveling to Amsterdam in a month's time. After the men clicked and enlisted through their personally tailored ads, the company was able to begin their brewing process. Heineken successfully connected with this mobile-first generation on Facebook messenger, informing the client of intricate brewing steps, while providing city information, and suggesting activities for the men to check out during their stay. As promised, each beer was fresh and waiting for the men on the day of their arrival. The personal Heinekens were packaged with individual name labels and wrapped in a map of the city with suggested activities based on their likes' and dislikes collected through the Facebook chats.