Amsterdam, October 2nd 2014- Heineken® has today launched a new global innovation and technology programme called Frontier www.heineken.com/frontier. Frontier is an exciting opportunity for pioneers of innovative technology and services to expand and emerge on a global scale, through a partnership with Heineken®. The programme is a continuation of the company's ongoing strategy and commitment of nurturing new ideas, innovation and technology that help deepen connections with customers and consumers.
Four halo Frontier briefs have been created encouraging technology innovators to submit new ideas on a number of subjects including making drinking in moderation cool and creating innovative music events. The winning idea for each brief will receive a minimum of €50,000 to help implement their product or service with Heineken®. Applications for Frontier must be received by November 12th and must be submitted via the Frontier website. Shortlisted entrants will be invited to present their ideas to judges at a pitch event, to be held in January 2015.
HEINEKEN believes that great ideas and innovative solutions can come from anywhere. Its Innovators Brewhouse www.innovatorsbrewhouse.com initiative has brought this concept to life. Now Frontier takes it stage further going deeper into the technology space. The pilot projects will be funded and nurtured throughout the programme, receiving access to top global and local Heineken marketing professionals to help evolve and scale-up their ideas.
Heineken® has a heritage in providing revolutionary new digital experiences and next generation products for consumers. Frontier is a natural evolution of its global innovation portfolio, including the recently launched @wherenext service, the company's first interactive 'smart beer bottle', igNITE and the online collaboration platform, the Heineken Ideas Brewery. Frontier now opens the door to technology visionaries around the world looking to develop new digital and technological innovations in partnership with the company.
Gianluca Di Tondo, Senior Director Global Heineken® Brand said "Innovation is woven deep into the fabric of our DNA; we are constantly inspired by the desire to be disruptive and challenge the perceived norm. What sets Frontier apart from other accelerators is we aren't just targeting start-ups, we're looking to partner with technology companies at all ends of the innovation ecosystem - for us it's all about the 'idea', no matter how small or big that idea may be or who surfaces it."
The Briefs
Participation and recruitment in Frontier will be driven through an online platform while applicants will be asked to share ideas in one of the four core briefing categories.
- How to make drinking in moderation cool
- A better beer experience at bars
- Innovative music events
- Informed shopping choices
Judging
After an initial judging and evaluation period, two finalists per category will be chosen and invited to present their ideas live to a global panel of Heineken® judges in January 2015, via a virtual pitch event. The panel of expert judges, from a range of disciplines, will review the entries and select the products and services that best fit the brief. Ideas will be judged on creativity and the idea, execution and relevance to the brief and the brands business goals.
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About Heineken®
The Heineken brand, that bears the founder's family name - Heineken - is available in almost every country across the globe and is the world's most valuable international premium beer brand.
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Press Enquiries
John Clarke or Christine van Waveren, Heineken International
Tel : +31 (0) 20 5239 355 / pressoffice@heineken.com
George Griffiths, R/GA
Tel: +44 (0) 78 91735382 / george.griffiths@rga.com
