Heineken is encouraging fans to put down their phones at music events this autumn!
By Evie Moysen on Tuesday, October 22, 2024
Beer brand Heineken has hacked music events across the globe to deliver a hidden message to fans, encouraging them to be more present on the dance floor!
The innovative campaign used infrared technology to deliver a message invisible to the naked eye, but once you held up your phone to capture the show, a message was revealed encouraging concert-goers to live in the moment. The message, viewed through the phone camera, needs no external app or webpage to be downloaded to work!
Heineken has even made their hidden infrared technology publicly available for any artist to use at their live shows!
The campaign comes off the back of research that 35% of Gen Z and Millennials say they check their phone more often than they should when socialising but 60% said they’d enjoy music events more if they disconnected from their device.
To further showcase their commitment to phone-free concerts, they have also launched an app called the ‘Boring Mode’ which makes smartphones (yes you’ve guessed it..,) boring! It pixelates the cameras, blocks apps and turns off notifications.
“‘Today it feels like tech always comes first, leaving the enjoyment of real life in second place. While technology grants us endless conveniences, it also comes at the cost of not being able to stop and embrace what’s happening around us. At Heineken, we want to foster moments of genuine connection to enable a more rewarding social life. When we launched The Boring Phone earlier this year, demand was huge but only a limited number were made. So, we hope the launch of The Boring Mode helps even more people take a step back from taking photos for posting on social media, and instead look around to enjoy what’s right in front of them. After all, there is more to your social life, when there is less on your phone.”
Fancy some tech-free time? You can download the Boring Mode on IOS and Android now!
Credits: Le Pub and The Romans