Right now, outside the Heineken Experience building in Amsterdam is a wall that is displaying Heineken fans’s latest posts to their Facebook wall.
The installation is made up of five thousand Heineken bottles, each one filled with an LED light, which light up creating a one pixel dot. Joined together, this becomes a screen which can then be controlled by a computer to display social media messages.
As promised this is just one of many schemes set up by Heineken to celebrate the brand’s 140th anniversary.
Speaking about the wall, Cyril Chazart, Senior Director, Global Heineken Brand at Heineken said: “Heineken’s proud to celebrate its 140th anniversary – not by dwelling on history but by reaching out to the world and inviting everybody to join in, just as we have been connecting people since we first launched.
“We are always seeking new and exciting ways to engaging with our consumers around the world, igniting the conversation and tapping into their lives.”
The installation will stand in place until the 3rd January 2012.
This is not the first time Heineken has created such a wall. In December 2011 the same concept was used as a video screen by Heineken to attract people to the Heineken Experience building.