Heineken Silver Entered the Real World with Phytigal Events
Laura McQuarrie — April 13, 2022 — Lifestyle
References: prnewswire
Heineken recently debuted the world's very first virtual beer as a way to poke fun at brands releasing products in the metaverse and now, Heineken Silver is entering the real world through a series of events. To emphasize the fact that "nothing beats the extra refreshing taste of a beer – for real," Heineken is bringing experiences to people in Amsterdam, London, Milan and Madrid.
Consumers got to experience the real Heineken Silver throughout Europe and this very real beer offers a lighter drinking profile that's tailored to modern taste preferences.
Continuing to riff of of the metaverse, web3 andd non-fungible tokens, the beer brand also launched For Real Tokens (FRTs) in the form of collectible art pieces created in partnership with Spain, J. Demsk, a visual artist from Spain.
Consumers got to experience the real Heineken Silver throughout Europe and this very real beer offers a lighter drinking profile that's tailored to modern taste preferences.
Continuing to riff of of the metaverse, web3 andd non-fungible tokens, the beer brand also launched For Real Tokens (FRTs) in the form of collectible art pieces created in partnership with Spain, J. Demsk, a visual artist from Spain.
Trend Themes
1. Phygital Beer Activations - The convergence of physical and digital experiences in the beer industry presents opportunities for immersive marketing and product innovation.
2. Real-world Metaverse Marketing - Brands can leverage the metaverse trend by creating tangible, real-life experiences that tap into the digital world and engage consumers in new ways.
3. Lighter Beer Offerings - Developing beers with a lighter, more refreshing taste profile that caters to modern taste preferences can create new market opportunities for beer companies.
Industry Implications
1. Alcoholic Beverages - Alcohol companies can experiment with phygital activations and lighter beer offerings to stand out in a crowded and competitive market.
2. Art and Collectibles - Partnerships with artists and the creation of collectible pieces like For Real Tokens can provide a new revenue stream for beer brands and tap into the growing interest in digital art and NFTs.
3. Event Planning - Companies specializing in event planning and production can explore the potential of combining physical and digital experiences to create immersive and memorable experiences for clients and consumers.
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