Live events are booming, but there’s a disconnect. Performers are frustrated because fans are more focused on capturing content than soaking up the live vibe. Heineken has a fix. Following the buzz around its minimalist Boring Phone (a collab with streetwear brand Bodega that saw impressive demand), Heineken returns with an app called Boring Mode, urging people to embrace the moment, phone-free.
To promote Boring Mode, Heineken used stealth tech at major music events like the Silver Live Out Festival and, most recently, at DJ Barry Can’t Swim’s opening set at Amsterdam Dance Event (ADE). The tech made a message appear on attendees' screens if they were using their phone's camera, 'Keep the moment in your memory, not on your phone,' nudging them to stay present.
📈 This push follows a survey revealing that 41% of Gen Z and Millennials across the US, UK and Netherlands are frustrated by excessive phone use at concerts (35% admit to checking their phones too often during social events). And while 55% prioritize filming over being present, only 13% ever watch the videos they made.
With the Boring Mode app, available from October 2024, Heineken brings its be-here-now approach to any phone running iOS or Android. The app silences notifications and makes phone cameras shoot in low definition, reinforcing the brand's mission to spark real-life connections in an always-online world.
📵 Whether to boost crowd engagement and create immersive experiences, or to nurture connections with friends and family, could your brand step in to block distractions? How else might you help your audience be more fully present?
