Open innovation: Heineken draught beer challenge

It’s Olympics time here in London, and if there’s one thing that makes an evening’s sports viewing even better, it’s a beer. Or several beers, actually. Heineken is the official supplier of lager to the London 2012 Olympics, and they are launching something quite creative today.

Beer has been around for thousands of years, and while recent findings confirmed that men around the world still love draught beer, Heineken sees the potential to take inspiration from technology advances, and developments in the entertainment and gaming industries to create an exciting new era in draught beer.

They have launched an open innovation challenge through their Heineken Ideas Brewery website, where they call on creative minds globally to submit fresh ideas to: ‘Reinvent the draught beer experience’. The challenge runs for eight-weeks and offers a chance to participate in a two-day expert-led workshop in Amsterdam and to win a share of $10,000 in prize money.

The website offers stimuli to help prospective contestants understand the ecosystem of draught beer and the background to their issue. This is a great example of getting fresh perspectives on their issue – and potentially a way to stimulate billions in additional draught beer sales too.

Open innovation is a mechanism to gain input from a much wider section of the population than could normally be involved through any workshop type of process – and can be adapted for any type of issue.

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