Heineken is kicking off a brand new mobile initiative by using “second-screen experiences” which may deliver specialized content to consumers in real-time.

 The company desires to create platforms that fans can use at anytime as opposed to just developing new apps for specific campaigns. In response to insight gleaned from the company’s interaction with Google and Facebook, Heineken plans on leveraging social media to extend interaction with consumers, using mobile to have interaction fans in a true-time setting.

“We’re also taking a creative approach with how we develop apps,” Jeremy Brook, global lead of digital strategy and media innovation at Heineken told Marketing Week. “We’re engaged on projects for the time being which are building on existing consumer behaviour instead of interrupting it. We’re observing how we leverage existing apps for future work instead of making a deep and immersive experience that takes them clear of their world and what they need to enjoy.”