The Heineken Bottle Wall was developed to celebrate the beer brand’s 140th anniversary. A giant LED wall, weighing 40 tons, was custom-built to hold 5000 Heineken bottles and it was erected outside the brewery in Amsterdam.
Every bottle became one pixel in the 176m2 LED screen and consumers could interact with the display by sending photos and messages to the wall via Facebook. Fans’ Facebook images appeared alongside Heineken dancers and consumers could view a live video feed of the bottle wall via a webcam. The Facebook app, along with the visuals, were created by Uberact.
For Heineken’s 140th anniversary we teamed up with Iris Worldwide and Maskomi to develop the ‘Beer Bottle Wall’, a 176m2 LED screen with 5000 beer bottles placed in front. The ‘Beer Bottle Wall’ was mounted on the front of the Heineken Amsterdam Brouwery for a month. It generated a massive online buzz as well as made for an awesome spectacle in Amsterdam.
The software we developed connected with a Facebook application that enabled Heineken fans to send messages to the wall. Once we received the message and the user’s profile photo the application automatically added the information to a queue of messages. At given time slot the fan’s photo would fly on to the screen then bounce and move with Heineken dancers. The fan’s message would then appear in massive text covering the wall.
A live webcam of the installation enabled fans from across the globe to view and send each other messages.
The installation was live for a month, finishing on New Year’s Eve with a great big street party!