In an unforgettable brand experience that got the crowd screaming (literally), Heineken Myanmar teamed up with Mekongverse to roll out a voice-activated AR Mirror campaign — the Heineken Agh Meter.
Designed to be loud, fun, and rewarding, the Agh Meter was more than a game. It was a stress release, a competition, and a branded social moment — all rolled into one. Using voice recognition and AR animation, Heineken created a space where fans could scream their way to prizes and social stardom.
🎯 Objective
Heineken’s goals for this activation were loud and clear:
- Create a high-energy, interactive experience aligned with the brand’s playful and bold image
- Boost event engagement by encouraging crowd participation
- Drive purchases with a clever Buy-to-Win mechanism
- Promote brand positivity and emotional connection through physical and digital interaction
- Turn stress release into shareable moments — with the Heineken brand at the heart of it
By blending voice tech, gamification, and instant rewards, the Heineken Agh Meter delivered on every front.
🧩 The Agh Meter AR Mirror Activation
The AR Mirror setup became the centerpiece of Heineken’s on-ground event in Myanmar. Designed as a dual-path interactive activation, it offered two fun ways to play and win:
1️⃣ Free to Play Mode
- Guests stood in front of the AR Mirror and screamed as loud as they could
- The voice-powered Agh Meter measured their scream intensity in real-time
- The Beer AR Effect at user background is raised based on user voice input.
- Hit the “Agh” target, and win a free can of Heineken
- A branded, animated AR visual reacted live on screen — amplifying the moment
- Get a video with QR Code to share on social media
2️⃣ Buy to Win Mode
- Purchase Heineken on-site
- Use your receipt to unlock the AR Spin-the-Wheel experience
- Win exclusive branded merchandise, vouchers, and prizes on the spot
Both modes were gamified with visual feedback, animated effects, and real-time prize redemption — making it fun for players and entertaining for the crowd.
🧠 Why It Worked
The Heineken Agh Meter wasn’t just clever — it was effective. Here’s why:
- High Emotional Energy – The scream mechanic provided stress relief and got people laughing, cheering, and bonding
- Low Barrier to Entry – No apps, no downloads — just walk up and scream
- Purchase Incentive – The Buy-to-Win model increased on-site sales
- Shareable Fun – Guests filmed their screams, spins, and wins for TikTok and Instagram
- On-Brand Messaging – The experience screamed (pun intended) Heineken — fun, fearless, and refreshing
It took the simple act of shouting and turned it into a viral brand experience.
🔧 Technical Setup
This was a showcase of how immersive tech doesn’t have to be complex to be effective. Mekongverse ensured a quick setup and flawless execution.
| Component | Details |
|---|---|
| Hardware | Standard display, webcam, mic, and basic PC setup |
| Software | Custom AR voice detection engine and prize wheel |
| Branded Assets | Heineken-themed visuals, animations, and prize tiers |
| Reward System | Integrated prize engine with instant reward logic |
| Setup Time | Plug-and-play with pre-mapped visuals and mechanics |
No bulky gear. No complicated logistics. Just fun — ready to go.
📈 Results at a Glance
The numbers and reactions speak for themselves:
- Hundreds of participants across both play modes
- Dozens of product purchases driven by the Buy-to-Win incentive
- Massive crowd engagement — with cheers, laughter, and viral scream videos
- Dozens of social media posts featuring the AR Mirror experience
- Increased brand love from fans who associated Heineken with fun and release
The Agh Meter became the loudest attraction of the event, drawing in curious onlookers and converting them into players.
📷 Visual Highlight
Imagine a lively crowd gathering around the AR Mirror. One brave participant steps forward, fists clenched, lets out a powerful scream — and the digital “Agh Meter” needle shoots to the top. Confetti rains down on-screen, and a cold Heineken can appears on the display.
The crowd erupts. Phones go up. The moment is captured, posted, tagged — and repeated again.
This wasn’t just interactive tech. It was audience-powered theater.
💬 About Mekongverse
Mekongverse is a leading AR/VR studio operating in Cambodia and Myanmar, known for transforming traditional marketing into memorable immersive experiences.
Specialties include:
- AR Mirrors for Events
- Gamified Activations
- Interactive Retail Tech
- Voice and Motion-Based AR Systems
With clients like Samsung, Lux, Prudential, Foodpanda, TEN11, and Tiktok, they continue to turn brands into experiences people love to talk about — and scream for.
📌 Conclusion
The Heineken Agh Meter AR Mirror Activation in Myanmar is a case study in how fun, emotion, and tech can drive unforgettable brand moments.
It wasn’t about flashy gear. It was about the sound of laughter, the cheer of the crowd, and the power of participation. By tapping into something as simple as a scream, Heineken turned passive consumers into energetic brand advocates.
Planning your next big brand moment?
👉 Explore AR Mirror experiences by Mekongverse: AR Mirror for Events Proposal
FAQs
What is the Heineken Agh Meter?
It’s an AR Mirror-based experience where guests scream into a mic to win prizes based on how loud they are — part stress relief, part game, all fun.
Do players need to download an app?
Nope. It’s a fully on-ground activation — just step up, scream, and play.
How are prizes distributed?
In Free Play mode, loud screamers win instantly. In Buy to Win mode, purchasers use the AR prize wheel to receive rewards on the spot.
Can this be replicated for other events?
Absolutely. The scream mechanic, prize logic, and branding are fully customizable.
Is the voice recognition accurate in loud environments?
Yes, it uses optimized ambient noise filtering to isolate the scream volume for consistent gameplay.
What’s the minimum setup required?
Just a display screen, webcam, mic, and standard PC — simple and scalable for any venue.
