Heineken and BT are partnering to bring free BT Wi-Fi hotspots to over 100 London pubs, and 200 more across the UK by the end of 2012. It’s a completely free service for 5 million BT broadband customers. The partnership also means free exclusive content – known as “Heineken Hubs”.
So is this a good thing? Probably. Heineken gets excellent exposure among its core target audience. While BT gets to excite pub-goers with their Wi-Fi hot spots (now 3 million in the UK) and no doubt increase business. And most importantly, customers get free Wi-Fi access and exclusive content. Everyone’s a winner then?
Well, sort of. Having played around with the London Heineken Hub Finder, the reach of the hotspots are very limiting. While the number of pubs offering punters like me free access to Wi-Fi is on the up, which let’s face it – weakens the proposition.