This place?...Again?

    Have you ever wanted to go out, but you tired of the same old hang out spots? Or is it for a special occasion, so you want to plan it perfectly in a fun or fancy area you have not been before? The worst is when you try to go somewhere new, and you do your best to research it but then you end up disappointed or simply overstimulated by the environment. I know I have experienced all these things, living in a small town my whole life it can be hard to find a new restaurant/bar that isn't 2 plus hours from me, so when I found this app I knew I had to look into it some more! 

    If you have ever gone online shopping, you are probably familiar with the "filter" button where you can filter out the things you do and do not want to see. This could include things like color, price, brand, past buyer’s reviews, etc. Well imagine you can do that to find the perfect hang out spot, you can filter things like music, lighting, food/drinks, price, scenery, and more! No more staring at a menu looking for the cheapest item or the kid’s menu. No more taking too many bathrooms breaks because the music is too loud, or the lighting is too crazy. And no longer getting bored! 

    The "Love on Tap" app by Heineken launched in April 2025, it encourages people to break their normal schedule and explore new social interactions. Heineken has carefully targeted their audience to be young people who love swiping on their phones yet strive for adventure. With just a few swipes of your thumb "Love on Tap" guides you to find the perfect bar/restaurant to fit your personality and occasion while enjoying your favorite Heineken beer, or not! Now I need to break the sad news, this app is only marketed in Brazil and Italy. Do not worry, trends and technology work fast, I foresee an app similar to this coming to the U.S. at least, I hope! With the app already being an online format and used by young people it will automatically get promoted by the ones using it. 

It can be hard to get out of your shell and try new things, Heineken is trying to overcome this challenge by offering rewards and other perks when people use the app. Something I saw in https://www.theheinekencompany.com/newsroom/love-on-tap-heineken-launches-dating-app-for-bars-to-help-young-adults-spice-up-their-social-lives/ that made me chuckle was that Heineken is using the FOMO strategy. This is something I have seen online for maybe the past year, it means "fear of missing out". It tempts young people to go out with their friends or to meet new people, so they do not miss anything. I love how juvenile and personal the marketing is, it is clear this is an app for young people, and they are targeting their audience very well. It can be for people ready to have a fun/relaxing time OR a fun/exciting time! By using an experimental and digital engagement marketing solution, Heineken track what their users enjoy and what they don't about the app. This allows the company to improve their app faster than something that wasn't online or not being handled by young people who are chronically online. 

   If I could get my hands behind the wheel of this app first thing, I would do is bring in small business, small shops, and areas that are not only centered around alcohol. Next, I would bring it to the U.S and start offering a free drink OR appetizer OR ticket for arcade for every 2 new users a previous user recommends! Just like Web Wire said in https://www.webwire.com/ViewPressRel.asp?aId=336519 

"Each bar has a dating profile so consumers can find a match which is just their type. Whether that’s a bar with stacks of personality, one with more laid-back vibes, one with a good sense of humor, passionate about live music, or one that simply serves their go-to beer with a side of good conversation." 

I believe I could take this inspiration and increase it to include attractions rather than just bars and that would multiply the number of users!