● New Fire TV experience uses the familiar mechanics of streaming discovery to help people find their next night out
● Users can browse participating pubs and bars by “genre”, invite friends and receive a weekly credit for a Heineken or Heineken 0.0
● The launch comes as 38% of UK adults say they would go out more often if discovering where to go was as easy as discovering something to watch
As much as people love the ease of streaming, they still crave time together IRL. The challenge is that organising a night out can often feel like too much hassle compared to how effortless entertainment discovery has become. In a poll of 2,000 UK adults, over a third (38%) say they would go out more often if discovering where to go was as easy as discovering something to watch, while almost half (46%) say they would be more likely to try somewhere new if they had recommendations tailored to their interests and mood.
To make getting together as simple as saying yes to another episode, Heineken®, the champion of IRL socialising, has collaborated with Amazon to launch ‘Pubscription’, the first streaming service for nights out.
Currently being piloted in the UK, the new Fire TV experience takes inspiration from the simplicity and personalisation of streaming, applying the same approach of deciding what to watch to where to go out. The app helps you find a pub or bar that matches your mood, invite friends and enjoy a free weekly Heineken or Heineken 0.0 together.
Nabil Nasser, Global Head of Heineken, said: “At Heineken, we believe life is better when it’s shared. But as our lives become increasingly digital, creating those moments of real-world connection has never felt more important.
Pubscription uses the simplicity we’ve come to expect from streaming to do something very human: help friends get together, discover a great pub and spend time with each other.
Technology can give us endless ways to be entertained, but nothing replaces the simple pleasure of getting together over a Heineken.”
Developed in collaboration with Brand Innovation Lab, the creative arm of Amazon Ads, Pubscription allows users aged 18+ to browse participating pubs and bars by “genre”, depending on the kind of night they’re after, from lively sports pubs to relaxed local hangouts with friends. Users can subscribe for free via the age-gated Pubscription app on Fire TV and redeem their weekly voucher on their smartphone. They can then invite friends to join them and discover new places together. Each month, Subscribers will receive four vouchers, which can be redeemed for a Heineken or Heineken 0.0 at any participating Star Pub, with a limit of one redemption per week.