BRAND LEADERSHIP
The Experiment
Focus on Responsible Consumption
'The Experiment' has been promoted
using digital channels first, instead of
more traditional media, in order to reach
the target audience in the environment
where they spend much of their time and
where they plan their nights out. The
Heineken® brand benefits from its own
popular global social media channels,
including YouTube, Twitter, Instagram and
a Facebook page with almost 17 million
fans where the conversation, using the
hashtag #DMDS, can spread.
With the fresh campaign comes a fresh
soundtrack. The tune 'Save My Night'
was created exclusively by Armin for
Heineken® and is the first ever song
to promote responsible drinking within
At the heart of Dance More, Drink Slow
is the video 'The Experiment', directed by
well-known commercial and music video
creator Philip Andelman.
The two-minute film stars Armin van
Buuren in a social experiment, conducted
by Heineken®. Shot at the Mansion club
in Miami over two consecutive evenings,
each night features the same number
of guests, over the same time period.
All of them are regular consumers on a
night out, not actors. The only difference
between the two nights is the DJ. On
the second night, unknown to clubbers,
a disguised Armin takes to the decks to
entertain.
By measuring the number of beers
ordered each night, the results of 'The
Experiment' are clear to see. On the
second night, with the soundtrack
provided by Armin, consumers drink less.
Clubbers are dancing more, drinking
slower and enjoying every moment of the
great DJ set.
Party-goers make the
most of every moment on
the dance floor
its lyrics. It can be heard in 'The
Experiment', as well as on dance floors
around the world.
Beer, enjoyed by millions of people around
the world, can be part of a healthy,
balanced lifestyle when consumed in
moderation. What's clear is that excessive
consumption can never be part of a
sustainable future for our industry. That's
why, as an industry leader, HEINEKEN
actively promotes the enjoyment of beer
in moderation.
"Seeing someone who has had excessive
alcohol is not good for business,"
says Anuraag Trikha, Marketing
Edition 1 201A World of HEINEKEN 7
