Is it possible to transform a market intelligence system into an innovation platform that generates quick responses, promotes engagement and improves consumer experiences whilst being profitable for the company?

The answer to this question is HEINEKEN Delegates, a mobile platform consisting of three apps that generate insights from three key audiences:

Consumers: HEINEKEN DELEGATES is an app that allows people to evaluate their Heineken experience in selected Heineken bars, restaurants and nightclubs. Using the app, the consumer checks-in into the establishment, answers the questions about their experience and accumulates points to exchange for exclusive brand prizes. The more points, the more prizes the consumer can win. While Heineken offers exclusive gifts to brand lovers, the company receives online consumer feedback to plan and track its activation strategy in every corner of the country.

Brand Promoters (trade marketing team focused on the top on premise outlets): HEINEKEN TRACK is an app that allows Brand Promoters to map out Heineken’s performance (according to availability/pricing/visibility/services) in bars, restaurants and nightclubs. No more papers, reports or bureaucracy. With Heineken Track, Brand Promoters evaluate the execution and performance in real time, which allows the company to make diagnoses and draw up action plans on demand, much more efficiently.

Employees: HEINEKEN AMBASSADORS is an app that allows any employee to become a brand advocate at supermarkets. The app teaches the common employee what the execution priorities are for the Heineken brand, and invites them to evaluate if the products are being executed according to the trade marketing strategy. A trained eye, quick response, immediate action. Now the Heineken employees also provide strategic information to the trade marketing team, which guides Heineken’s action and execution plans at supermarkets.

Simple, engaging and efficient. Delegates platform is transforming the way in which Heineken manages its information in times like these where energy, agility and flexibility are key elements to any company’s success.