Heineken brings pub discovery to Amazon Fire TV

Currently being piloted in the UK, the campaign aims to encourage in-person socialising by helping adults discover venues that match their interests and giving them weekly vouchers for Heineken or Heineken 0.0.

LePub has partnered with Heineken and Amazon Ads to launch Pubscription, a Fire TV experience that applies streaming discovery mechanics to finding pubs and bars.

The initiative responds to research indicating that 55 percent of adults worldwide would go out more often if finding somewhere to visit were as easy as discovering something to watch. The survey of 15,000 adults also found that 59 percent would be more likely to try a venue if they received recommendations tailored to their interests and mood.

LePub brings streaming discovery to pub visits

Conceived by LePub and supported by global public relations agency The Romans, Pubscription was developed with Amazon Ads Brand Innovation Lab, the company's creative division. The service draws on familiar streaming features, including personalised discovery and browsing by genre, to help users choose a venue for their next social occasion.

Available to users aged 18 and over through an age-gated Fire TV app, Pubscription allows participants to explore venues ranging from lively sports pubs to relaxed local bars. Users can subscribe for free, select a venue and invite friends to join them.

Heineken offers weekly vouchers through Pubscription

The service gives subscribers four vouchers each month, with one voucher redeemable per week at participating Star Pubs venues. Each voucher covers a Heineken or Heineken 0.0, and users redeem their vouchers through their smartphones.

Nabil Nasser, Global Head of Heineken: "Streaming services have set the bar for how easy discovery should feel. We wanted to bring that same simplicity to finding where to meet friends.

Pubscription was born from a simple idea: if technology can help billions of us discover what to watch, then why can't it help people discover opportunities to connect in real life?

At Heineken, we’ve always believed the best moments happen when people come together, from spontaneous pub trips to the nights that turn into unforgettable memories with friends.

With Pubscription, we’re taking the benefits of streaming to help bring more of these moments to life, as there’s no substitute for a great conversation, a spontaneous night out, or sharing a Heineken together."

Amazon Ads connects digital discovery with real-world experiences

The collaboration uses Fire TV as a route from digital entertainment discovery to physical venues, positioning the platform as a tool for facilitating social experiences beyond the home.

Duncan Mackie, International Head of Amazon Ads Brand Innovation Lab: "By bringing the discovery mechanics that viewers already love on Fire TV to the real world, we've helped Heineken bridge the gap between entertainment and experience. It's a great example of how brands can use Amazon Ads to connect with customers in genuinely innovative ways."

The UK pilot applies familiar digital behaviours to the challenge of choosing where to socialise, with venue recommendations and invitations designed to make planning a night out more straightforward.

LePub positions Pubscription as a social connection platform

The campaign builds on Heineken's focus on socialising by adapting the subscription model, typically associated with digital services, to local pubs and bars.

Bruno Bertelli, CEO and CCO, LePub Worldwide: "Innovation is most powerful when it doesn’t simply introduce something new, but finds a new way into people’s lives and culture. With Pubscription, we are taking one of the defining behaviours of our time, subscribing to the things we value and want constant access to, and turning it on its head. Instead of simply subscribing to another digital service, Heineken is pioneering the idea of subscribing to your local bar, making going out something worth committing to. It’s a simple shift, but one that reflects what the brand has always stood for: using creativity to make social connection more relevant, desirable and meaningful. For us, that’s where innovation becomes culturally powerful, when it takes a familiar behaviour and gives it a new role in the real world."

Through Pubscription, Heineken, LePub and Amazon Ads are testing how streaming-inspired discovery can encourage people to explore local venues and spend time together in person.

www.theheinekencompany.com

www.le.pub

advertising.amazon.com

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