Heineken is challenging innovators to “Reinvent the Draught Beer Experience” through its second Open Innovation Challenge. Two of the project’s promotional videos are below:
My take: it lacks inspiration. Perhaps it’s the long rules page or the totally confusing inclusion of seemingly random comedians. Simply offering consumers the ability to provide content of their own is no longer enough. Ketel One recently launched a similar activity and it came across much more appealing (and compelling). What do you think?