Heineken Encourages Fans to “Put Phones Away” and Fully Enjoy Concerts
Heineken has launched a unique global advertising campaign encouraging attendees to limit phone use at music events. The famous beer brand has partnered with Mexico’s Silver Live Out Festival and Amsterdam Dance Event (ADE) in the Netherlands to introduce an innovative infrared light messaging technology.
Hidden Messages with Infrared Technology
The messages, invisible to the naked eye, appear when attendees raise their phones to record the performances. These hidden messages encourage people to appreciate the moment rather than recording it. The technology creates a hidden screen visible only through a phone camera, without the need to download any app or install anything.
Addressing the Impact of Technology on Social Events
This campaign comes at a time when more artists and DJs are encouraging fans to live in the present during concerts and festivals. A survey revealed that over one-third (35%) of Gen Z and Millennial smartphone users in the UK, US, and the Netherlands admit they check their phones too often in social settings, and 60% believe they would enjoy music events more if they could disconnect from their devices.
Introducing the “Boring Mode” App
Alongside the campaign, Heineken has also developed the “Boring Mode” app to minimize distractions from smartphones. The app temporarily blocks other apps, notifications, and even the camera, making the device less appealing. Users can simplify their phones by blurring the camera, blocking apps, and turning off constant notifications, allowing them to focus on fully enjoying the moment.
Heineken’s Perspective on Technology and Real-Life Experiences
Nabil Nasser, Heineken’s Global Director, shared: “Nowadays, technology often takes precedence, pushing real-life enjoyment to the background. While technology brings many conveniences, it also prevents us from stopping and appreciating what is happening around us.”
Support from DJs and Artists
Scottish DJ and producer Barry Can’t Swim is also a supporter of this initiative: “I fully back The Boring Phone and Boring Mode that Heineken has created. When I heard about this new ‘anti-smart’ phone concept, it really struck a chord with me. With live music, you’re definitely more present and immersed when you give it your full attention instead of recording videos on your phone.”
Creating Authentic Connections at Events
Through this campaign, Heineken hopes to help people fully enjoy their music experiences and create more authentic connections at events.