For the digital part of the Give Yourself a Good Name campaign, we invented a way for people to track in real time the value of their Good Names. Using GPS, sema codes in concert venues, bookstores and museums, and by packaging apps on smartphones, any time a Heineken did something to effect the value of their name in the real world, whether it be reading a book, drinking a beer at a famous bar or seeing an art show, that action would be reflected online, on a world wide Good Name stock exchange. Basically, we made NASDAQ for people.
