# Realtime Hot Spot Campaigns Heineken's @Wherenext Social Campaign Locates Happening Nightlife By Laura McQuarrie | Published 2014-07-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/social-campaign References: [openyourcity.heineken](http://openyourcity.heineken.com/) & [twitter](https://twitter.com/wherenext) [Heineken](https://www.trendhunter.com/trends/hijack-socialization) just unveiled @Wherenext, a global social campaign that will help [Twitter](https://www.trendhunter.com/trends/what-the-fanta-1) users find the [hottest spots for nightlife](https://www.trendhunter.com/trends/up-2-tonight) in their immediate area. @Wherenext is like a compass for the digital age, where users can send a tweet to the account and then be directed to their next destination. Although it might seem like it would be difficult to pinpoint what's hot as it's happening, @Wherenext makes suggestions based off of real-time social media activity using algorithms to read photos, check-ins and tweets, so that you really can be sure that if @Wherenext says a place is really happening, you know it's a popular place to head to immediately. In the coming weeks, Heineken will release details on a live televised social experiment that will pit people from different cities against one another to discover the best of a city in a certain amount of time. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 51% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Realtime Hot Spot Campaigns:** Using real-time social media activity to locate and promote popular nightlife destinations. - **Compass for the Digital Age:** Providing users with real-time suggestions for their next destination based on social media activity. - **Live Televised Social Experiment:** Creating a competitive event where participants discover the best of a city within a given time frame. ### Where This Applies - **Social Media Marketing:** Utilizing real-time social media data to drive customer engagement and promote businesses in the nightlife industry. - **Technology and Data Analytics:** Developing algorithms and data analysis tools to read social media data and provide real-time recommendations for users. - **Television and Entertainment:** Producing live televised social experiments to showcase different cities and engage viewers in discovering new experiences. ## Related on Trend Hunter - [Dating-Style Bar Discovery Platforms](https://www.trendhunter.com/trends/bar-dating.md) - [Authentic Connection Campaigns](https://www.trendhunter.com/trends/hijack-socialization.md) - [Bar-Focused Dating Apps](https://www.trendhunter.com/trends/bar-dating-1.md) - [Minimizing Phone Usage Initiatives](https://www.trendhunter.com/trends/heinekens-latest-campaign.md) - [Beer Anti-Fakeness Ads](https://www.trendhunter.com/trends/antifakeness-ad.md) - [Community-Centered Rooftop Events](https://www.trendhunter.com/trends/rooftop-revival.md) - [Group Chat Meetups](https://www.trendhunter.com/trends/group-chat-bar.md) - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md)