It may be the season for giving, but, to be frank, receiving has certain 'benefits' as well. Heineken has created a genius social campaign Facebook app which pairs all of the stingy, wanting, envious gift givers together and let's them gift one another. To promote BeerTender, a new drafting device, (which allows users to pour ice cold draft beer in the comfort of your home/dorm/cubicle), Heineken figured a novel way of promoting: BeerFriender for Facebook.

It's pretty simple (and genius): By signing up to the app you are automatically matched with a "friend" in search of the same BeerTender as you. The gifts are purchased and swapped and you receive a BeerTender courtesy of your new "buddy". So, you get that 'gifted' feeling without doing any of the work of being kind and loving (great for the Christmas curmudgeon!).

While it may be a humorous (and not entirely ethically synced) take on our latest Lowe Counsel Future Sign: Exchange Economy, for Heineken's part, this move tips its hat in recognition of the influence and rise of an economy based on sharing, swapping and exchanging.

Giving never felt so rewarding

Links to consider:

http://www.beertender.com/