When you take a sip of your favorite beer or lager, does some flashy LED lights inspire you to change your taste? This marketing stunt remains to be seen whether it will be successful or not, but regardless, I would like to take some time out and propose a toast to all good ideas that merge the physical with the virtual worlds.
According to Heineken, the launch in Milan has given Heineken the platform to learn how a prototype will perform in a real life environment, and this particular idea is being optimized according to the prototype launch’s success, as Heineken Ignite is being introduced in nightclubs in 7 of their top 25 markets before 2013 calls it quits. Not only that, Heineken Ignite 2.0 has already been identified, and ought to see a release in 2014.