Forget Paywalls, The Independent’s ‘i’ Has A Beerwall

The Independent‘s cut-price “i” newspaper may not have a website or a mobile app of its own, but it has consented to provide digital news through a ghastly marketing mash-up with Heineken…

From this coming Thursday, punters will be able to get a news feed from “i” on their mobiles, tablets or laptops – but only when they connect to free WiFi in select Heineken Hub pubs in London or Cardiff, and only after 11am.

The breathless pitch from MediaVest, which conceived the tie-up, is: “MediaVest created the Heineken initiative to enable Heineken to reach consumers in the very environment the product is available, creating a deeper level of engagement in the brand.”


So, if you want free digital “i“, you know what to do – get the pints in.

(Via NMA and MediaWeek)