Following the launch of the global “Where is Next” social compass that is designed to help people discover some hottest clubs and pubs in their city, Heineken is rolling out the “Routine Interruptions” effort in the USA to help urban dwellers re-discover their area. The new experience comes as part of an ongoing “Cities of the World” campaign, launched this spring.

Heineken USA is rolling out the “Best Tasting Light” campaign for its light beer starring American actor, three-time Emmy award winner Neil Patrick Harris. The concept of the effort derives from the high recognition of Heineken Light as the “Best Low Calorie Lager” at the 2013 World Beer Championships, promoting the fuller taste of reformulated, but still low calorie beer.

Heineken is rolling out a new geo-centric digital effort called «Where Is Next» that comes as part of the “Cities of the World” campaign, started in mid-May. The new activation, devised in collaboration with R/GA London, uses the hash tag @wherenext  across several social-media sites as a a social compass that lets users discover the hottest locations across their cities each night.

Heineken is rolling out its “Friends + Family” (#HKNFF) program that celebrates cultural events with local trendsetters and tastemakers across the USA. The tour, which was initiated in 2013, will be making stops in New York City, Atlanta, Chicago, Washington D.C., Houston and Philadelphia, uniting local residents and cultural influencers in each of the cities.

Heineken helped men have a perfect football watching experience, enjoying the Champions League final between Real Madrid and Atlético de Madrid to the fullest. The beer brand signed a deal with Brazilian chain Shoestock to arrange a one-night three-hour shoe sale on Saturday, May 24, just for the time of the match. The idea was simple—women could go shop footwear and leave their male partners in peace for the time of the game.