Streaming TV, fantastic. Abundant choice, personalised recommendations and effortless discovery. Streaming has transformed how people discover entertainment, with something to watch just seconds away.

What if that screen-time ease could be applied to going out and spending time together IRL? The challenge is that organising a night out can often feel like too much hassle compared to how effortless entertainment discovery has become. In a poll of 15,000 adults worldwide, over half (55%) say they would go out more often if discovering where to go was as easy as discovering something to watch, while almost two-thirds (59%) say they would be more likely to try somewhere new if they had recommendations tailored to their interests and mood.

Creative agency, LePub, and Heineken heard the message and have launched Pubscription, supported by global PR agency The Romans, Heineken, the champion of IRL socialising, and in collaboration with Brand Innovation Lab, the creative arm of Amazon Ads.

Pubscription is the world’s first streaming service for nights out. It allows users aged 18+ to browse participating pubs and bars by “genre”, depending on the kind of night they’re after, from lively sports pubs to relaxed local hangouts with friends. Toi introduce the idea, people can subscribe for free via the age-gated Pubscription app on Fire TV and redeem their weekly voucher on their smartphone. They can then invite friends to join them and discover new places together. Each month, subscribers will receive four vouchers, which can be redeemed for a Heineken or Heineken 0.0 at any participating Star Pub, with a limit of one redemption per week.

The new Fire TV experience, currently being piloted in the UK, takes inspiration from the simplicity and personalisation of streaming, applying the same approach of deciding what to watch to where to go out. The app helps you find a pub or bar that matches your mood, invite friends and enjoy a free weekly Heineken or Heineken 0.0 together.

Nabil Nasser, global head of Heineken, stated, “Streaming services have set the bar for how easy discovery should feel. We wanted to bring that same simplicity to finding where to meet friends. Pubscription was born from a simple idea: if technology can help billions of us discover what to watch, then why can’t it help people discover opportunities to connect in real life? At Heineken, we’ve always believed the best moments happen when people come together, from spontaneous pub trips to the nights that turn into unforgettable memories with friends. With Pubscription, we’re taking the benefits of streaming to help bring more of these moments to life, as there’s no substitute for a great conversation, a spontaneous night out, or sharing a Heineken together.”

Bruno Bertelli, CEO and CCO LePub Worldwide, added, “Innovation is most powerful when it doesn’t simply introduce something new, but finds a new way into people’s lives and culture. With Pubscription, we are taking one of the defining behaviours of our time, subscribing to the things we value and want constant access to, and turning it on its head. Instead of simply subscribing to another digital service, Heineken is pioneering the idea of subscribing to your local bar, making going out something worth committing to. It’s a simple shift, but one that reflects what the brand has always stood for: using creativity to make social connection more relevant, desirable and meaningful. For us, that’s where innovation becomes culturally powerful, when it takes a familiar behaviour and gives it a new role in the real world.”

Credits:

Client: Heineken Global
Head of Global Heineken® Brand: Nabil Nasser
Heineken Global Communication Director: Dana Katz
Heineken Global Communication Managers: Nalini Bhagwandin, Beatrice Marques Jordao, Alessandra Cavarra
Heineken Brand Global PR Lead: Joey Brophy
Heineken Global Head Digital Consumer Innovation : Natacha Volpini

Client: Heineken UK
Heineken Marketing Director: Veronica Sica
Heineken Marketing Manager: Helen Griffiths
Heineken Senior Brand Manager: Sophie Perrin
Heineken Media Planning Manager: Hannah Ward

Creative Agency: LePub Milan
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Co Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director & Chief Invention Officer: Andrey Tyukavkin
Executive Creative Directors: Gaston Soto Denegri, Jack Smedley
Global Head of Artificial Intelligence: Selim Unlusoy
Creative Directors: Roberto Ardigò, Stefano Zanoni
Associate Creative Directors: Rasmus Andersson, Marcus Lundvall
Senior Art Director: Emanuela Gein Lombardi
Senior Copywriter: Natasha Anatra
Global Head of Creative Technology: Mauro Mazzei
Head of Digital Production: Vittorio Cafiero
Groupe Strategy Director: James Moore
Strategist: Aneta Junkova
PR Director Culture & Entertainment: Alessandra Turra
Account Management: Ilaria Castiglioni, Gonzalo Gutierrez, Ana Tablado
Project Manager: Alessandro Grotto
Chief Production Officer: Francesca Zazzera
Head of Production: Federico Fornasari
Producers: Matilde Bonanni, Eva Grossutti, Cinzia Morandi

Creative Agency: LePub London
Chief Creative Officer: Francesco Grandi
Senior Art Director: Pedro Minari
Senior Copywriter: Phil Gull
Client Service Director: Paola Natellis

Creative Agency: LePub Amsterdam
Associate Creative Directors: Alejandro Gutierrez, Daniel Vazquez Seoane
Senior Copywriter: Matt Lebedev
Senior Art Director: Daniel Tolentino
Comms & Experience Strategy Director: Max Beckers

Production Company: Prodigious Italy
Director: Nico Bori
DoP: Martin Ludwig
1st AD: Julia Garcia
Managing Director: Daniela Di Maio
Executive Producer: Alessio Zazzera
Line Producer: Nicolò Dragoni

Service Company: Antiestatico
Service Executive Producer: Juliana Cordoba
Service Producer: Ingrid Beschiroff

Post-production: Prodigious
Editors: Enrico Munarini, Damaso Queirazza
Head of Post-production: Alfredo Beretta
Post-producer: Camilla Colabona
Grade: Company 3
Online: Samuele Schiavo
VXF Compositor: Adolfo Navire
Audio: Disc to Disc
Music Composer: Luca Poloni
Music Company: Sizzer

AI STUDIO: PARALLELIA SRL
Campaign Partners: Amazon United Kingdom Brand Innovation Lab & Amazon Ads