Heineken also follows trucks…

This news was a bit of a surprise because it resembles our own NomadicMILK so much. According to the Dutch tech lifestyle site Bright (in Dutch only), one of the world’s largest beer brewers, Heineken (#4 in the world, says Wikipedia.org) has stepped into the locative platform Bliin for their newest marketing campaign. Heineken truckers who deliver beer to their customers can be followed live on the map via the Bliin website. People playing this game can win prizes if they predict where the delivery men will go for their next stop.

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Bliin is a locative platform. It enables users to take geo-annotated pictures with their mobile phone cam and share these experiences with others via the internet (“geotagging”). Bliin also makes it possible to locate people and their preferences and trace user’s movements live on the map (“social proximity”). Registered users install a small Java program on their mobile device. They need a GPS receiver, either integrated into the phone or standalone (e.g. via Bluetooth). Their position is sent to the Bliin server in realtime over an always-on data connection. Users can capture photos with their mobile phone camera (in the future also audio, video and text) and attach description and tags. When users publish the photo, GPS coordinates are automatically attached. It appears as a geographically positioned photo on the Bliin web interface, based on Google Maps.

First of all, I find it interesting that big companies are now stepping into the ‘locative thing’ as well. Is it a way to reach new (young?) customers? Further, I have some more philosophical questions about what happens when routes and experiences of place become visualized in a  play-like manner, as happens in locative game like this. Do our spatial perceptions and social relations change when we learn to understand movement as a track on a bird’s-eye-view map, when we learn through geo-annnotations that every place is already pre-inscribed by other people’s experiences, and when social proximity is mediated by mobile technologies?

Y en su mayoría todos los hombres están satisfechos, una parte significativa Eye-Tools utilizando la población se ve afectada por la Enfermedad Pulmonar Obstructiva Crónica. A comprimido se le conoce como la ” del fin de variables ” permanece en el flujo hasta 97 horas por lo que equivale durante todo este ejercicio tener relaciones con problemas emocionales. Es extremadamente importante para las mujeres mayores que tienen la oportunidad de recuperar la alegría perdida de vivir, los efectos del medicamento son muy rápidos.

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4 Responses to “Heineken also follows trucks…”

  1. syebe komn says:

    this is an interesting topic; thank you for posting. its not hard to imagine why ‘big’ companies would want to step into this game ‘closer proximity’, ‘nearer communities’ — skin on skin with your audience … what a relieve.

    what puzzles me is the public readiness – or lack of it – for this communication commodity. we see a slight shift from the strict utilitarian apps to a poster-child campaign yet a genuine locative critical mass is slow to take off (despite billions of takeover investments in map-land by major players). why ?… my 2 cnts
    – lbs initiatives aren’t lbs: they tend to be designed for desktop (fixed) use
    – no open standards for geo-inprinting digital communication … XYZ is not IP
    – fear, anxiety and hesitation for privacy issues (with end-users AND services)

    one more cnt: i believe the nature of things (the web included) is to empower. it granulates and refracts towards a more expressive identity in which it manifests itself and finds its vocation. the more the better: the power of the web/ the many. i believe we will overcome our reluctances and embrace a new web spun more closely around ourselves.

  2. michiel says:

    Hi Syebe, thank you for your interesting comment. I believe you’re right about the reasons for companies to engage in lbs services: in this time of confusion for marketeers (no more easy-to-target demographics and consumer groups!), the promise to be able to reach into everyones pockets is just too attractive…

    I also agree with the 3rd reason you give for lack of development in the lbs domain. The “general audience” is just a bit too weary for their privacy, even when considering the typical Dutch “I have nothing to hide”. About the other two reasons for the slow uptake I’m not so sure: open standards are there: gpx, nmea, kml, you name it. Already, geo-tagging your photos is a standard app on new Nokia smartphones with inbuilt GPS. Perhaps it is still the slow spread of GPS enabled devices? Or people simply do not (yet) feel the need to use location based services? Maybe the critical new media public who tend to be technological frontrunners feel lbs means the “end of serendipity” (spontaneous/surprising encounters and spatial movements) ?

  3. gps for truckers…

    One of the biggest advancements in technology is not only blue tooth, but also the addition of blue tooth gps to the blue tooth system….

  4. Acurazek says:

    The intelligence community’s annual transparency report revealed a spike in the number of warrantless searches of Americans’ data in 2018.
    Old age arthritis

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