Pubscription

We're all familiar with the new era of TV viewing: abundant choice, personalised recommendations and effortless discovery. Streaming has transformed how we discover entertainment, with something to watch just seconds away. Now, that same approach can help people discover where to go out, too.

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 15,000 adults worldwide, over half (55%) say they would go out more often if discovering where to go was as easy as discovering something to watch, while almost two-thirds (59%) say they would be more likely to try somewhere new if they had recommendations tailored to their interests and mood.

Ideated by creative agency LePub and supported by global PR agency The Romans, the campaign sees Heineken®, the champion of IRL socialising, collaborate with Brand Innovation Lab, the creative arm of Amazon Ads, to launch "Pubscription", the world's first streaming service for nights out.

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. Introducing the pioneering concept of "subscribing to the pub", 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.

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: "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."

"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", says Duncan Mackie, International Head of Amazon Ads Brand Innovation Lab. "It's a great example of how brands can use Amazon Ads to connect with customers in genuinely innovative ways."

Bruno Bertelli, CEO and CCO LePub Worldwide, said: "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."