Heineken calls on tech start-ups to submit ideas to Frontier programme with £40K fund up for grabs
Heineken has launched an innovation and technology programme, Frontier, as it looks to attract tech start-up partners to help it drive next-generation customer experiences and in turn help them scale their services globally.
Developed in collaboration with R/GA London, Frontier has launched by encouraging technology innovators to submit new ideas on a number of subjects including making drinking in moderation cool and creating innovative music events.
Open for entries until 12 November, shortlisted entrants will pitch to judges in January 2015, with the winning idea for each brief will receive a minimum of €50,000 to help implement their product or service with Heineken.
Ideas will be judged on creativity and the idea, execution and relevance to the brief and the brand’s business goals.
Gianluca Di Tondo, senior director for the global Heineken brand, said “Innovation is woven deep into the fabric of our DNA; we are constantly inspired by the desire to be disruptive and challenge the perceived norm.
"What sets Frontier apart from other accelerators is we aren’t just targeting start-ups, we’re looking to partner with technology companies at all ends of the innovation ecosystem – for us it’s all about the ‘idea’, no matter how small or big that idea may be or who surfaces it.”
Last year, Heineken created an Ideas Brewery to help crowdsource concepts.