Dive Brief:
- Heineken is ramping up promotion for its mobile app The Boring Mode to discourage smartphone use at in-person social gatherings, per details shared with Marketing Dive. The app blocks other apps, notifications and camera functions for a set period of time.
- The beer brand raised awareness for the offering at two events this month: Mexico’s Live Out music festival and the Amsterdam Dance Event. Attendees filming those events received a hidden message on their phone screens to put their devices away, an activation that was executed with help from infrared technology.
- The campaign, developed with Publicis Groupe’s LePub, follows research commissioned by Heineken that found 41% of Gen Z and millennial consumers find phones in the air at live events frustrating. Over one-third (35%) said they check their phone more than they would like to when socializing.
Dive Insight:
Heineken is expanding its Boring Phone concept with an app that can turn any phone into a device reminiscent of an early 2000s “dumb” phone. The campaign keys into the desire to cut down on screen time at live events, helping Heineken connect with consumers in an authentic way.
Back in April, Heineken dropped 5,000 physical Boring Phones in collaboration with streetwear brand Bodega. The gadget, which debuted at Milan Design Week, doesn’t connect to the internet and has a clear case tinted the color of a Heineken bottle. The phone proved to be a success, with over 70,000 people attempting to acquire one, according to the brand.
The Boring Mode app extends the idea of unplugging and living in the moment to a wider audience. Initially dropped in June, the app has been updated periodically since then, and this month is receiving a heavier promotional push. To further support taking a break from technology when socializing, Heineken is making the infrared technology used to display hidden messages at events publicly available for artists to download.
Heineken’s marketing reflects higher demand for in-person experiences following the pandemic. A number of alcohol brands have seized on the opportunity to connect with consumers at events, such as music festivals. This is likely one reason why experiential marketing spending has reportedly surpassed pre-pandemic levels and is projected to rise 10.5% compared to 2023.
Heineken has centered its brand identity around taking time to connect. In 2022, the brand launched a bottle opener that shut down work apps. Investing in the app and live events suggests the beer brand will continue to focus on messaging with a similar theme. Winning over consumers will be key for the alcohol brand after Q3 sales fell 5.5% year over year.
