Heineken has teamed up with BT to provide free Wi-Fi to drinkers at nearly 100 London pubs and bars. The duo plan to extend the service to a further 200 pubs across the UK by the end of 2012.
Customers can also access a special area of the internet – the Heineken Hub – providing exclusive content supplied by The Independent’s i newspaper; plus receive location-specific content.
According to BT, the pubs boost its Wi-Fi hotspot numbers to more than 3m – the largest network in the UK. More than 200,000 sites have been added in the last three months.
Rick Lawrence, marketing manager Heineken at Heineken UK, said: “The partnership with BT reinforces the brand’s reputation as a leading player in the development of technology. The Wi-Fi initiative will provide excellent exposure for Heineken among its key target audience and build greater affinity between the brand and its consumers.”
Chris Bruce, CEO, BT Openzone, said: “Using Wi-Fi to deliver free and exclusive content, Heineken is engaging and exciting pub goers and will undoubtedly increase business. It’s an exciting time to be involved in hospitality marketing.”
BT has also added Wi-Fi access at John Lennon Liverpool, Robin Hood Doncaster Sheffield and Teesside regional airports.
The service has already been rolled out to Starbucks; 13 Shepherd Neame hotels in Kent; hotel chains including Thistle, Guoman and Ramada Jarvis; Welcome Break and Roadchef Costa motorway service areas; Network Rail stations, airports plus homes and independent businesses.
BT has also extended its relationship with Hilton to provide Wi-Fi internet services to more than 17,000 bedrooms, public areas and meeting and conference spaces in the UK and the Republic of Ireland.