Hey you, get in my car: Heineken teams up with Uber

James McGrath
By James McGrath | 25 September 2014
Image source: Wikimedia Commons.

Heineken is launching a chauffeur service as part of its Open Your City campaign, to whisk fans away to a mystery location.

The beer brand has teamed up with taxi-app Uber and a range of other partners to offer people in the five major capital cities free rides to happening night spots.

Heineken has created unique experiences in partnership with Time Out, G-Star, Rolling Stone, at set locations, such as dinners and sporting events, and will offer users a free ride on Thursday, Friday, and Saturday nights from 6pm to 9pm. Although, once you're there - Heineken isn't stumping up for a ride back. 

Users of the Uber app will be able to enter the promo code 'OPENYOURCITY', requesting a Heineken car.

The Heineken Chauffer experience will be promoted through 15-second online video ads running across online sites including Vice and Time Out, along with social media platforms.

The creative will link to the campaign site which will feature the promo code, a list of the top five events and destinations in each city and a heat map of trending venues powered by Instagram, Twitter, and 4Square.

Activity is running in Sydney, Melbourne, Perth, Bisbane, and Adelaide from today to 30 November.

Heineken said it was hoping to offer the experience to over 45,000 people during the campaign.

The actitivy was created by Holler and Momentum Worldwide. ZenithOptimedia handled media.

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