Heineken has launched 'The Opener', its first interactive iPhone application built on augmented reality technology, as part of its campaign 'Be a Man of the World'.
The app enables users to locate 'Heineken bottle caps' in their vicinity. Upon arrival at the location, users have to search for the Heineken bottle using their viewfinder and open the bottle by flicking their iPhones like a bottle opener.
Each bottle opened carries points which users can accumulate over six weeks to win weekly prizes, including an iPad2 as well as a grand prize of a trip for two to Amsterdam.
Some bottles carry additional prizes in the form of experiential treats such as zorbing and learning how to fly a plane for a day.
Games and prizes aside, 'The Opener' serves as a useful app that provides suggestions on nearby drinking outlets through the use of the phone's GPS.
"Heineken continues to live up to its constant drive for progress by bringing these innovative technologies to its consumers," Jasmine Foong, marketing manager of Heineken Malaysia, said.
'The Opener' is available for download on the Apple App Store free of charge.