Heineken hides messages at music events globally to minimise phone usage

Heineken has hacked music events across the world to deliver a hidden message encouraging people to minimise phone use on the dance floor and to be more present during memorable moments. 

The campaign aims to prompt fans to put their devices aside and fully experience the moment. 

Created in collaboration with creative agency LePub, the campaign saw the beverage brand team up with Silver Live Out festival in Mexico and Amsterdam Dance Event (ADE) in the Netherlands to install innovative technology that delivered the message via infrared lighting. 

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Invisible to the naked eye, the message will be revealed when people hold their phones up to film performances. The invisible-to-the-eye display will only be visible when viewed through the phone's camera. Attendees need not download external apps or web apps to see the hidden message, it said.  

That said, in order to make their smartphone less distracting, attendees could also download the "boring mode" app designed by Heineken. The app turns any smartphone boring by blocking other apps, notifications and even the camera for a set period of time. 

“The essence of this tech-driven initiative is to redefine the concert experience, creating spaces with no distractions where people can authentically live the moment and immerse themselves in the magic of live music," said Bruno Bertelli, global CEO LePub and CCO Publicis Worldwide. 

"By leveraging creativity and innovation, such as Heineken’s collaboration with Silver Live Out and ADE, we transformed phones into tools for deeper connections. Celebrating the power of music, the Boring Mode app aims to bring people together in meaningful ways and give socialising the quality it really deserves," added Bertelli. 

The campaign follows a growing trend of performing artists and DJs asking fans to be more present in the moment across tours, festivals and club nights. 

In addition, "Boring Mode" is being launched in response to "Boring Phone", a collaboration between Heineken and Boston streetwear curators Bodega. 

The collaboration saw the release of a limited-edition Y2K inspired flip phone which was designed to do absolutely nothing but message and call. The "Boring Phone" was launched earlier this year. 

On top of that, Heineken has also made the hidden infrared technology used publicly available for any artist to be able to download and implement at their live shows. 

"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," said Nabil Nasser, global head of Heineken. 

"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," added Nasser. 

Earlier in June this year, Heineken united music lovers and beer drinkers with a music event and new campaign in Malaysia. 

The music event, "Heineken Refresh", was held on 15 June at Sunway Lagoon Surf Beach. The event featured a star-studded lineup featuring global EDM icon Alok from Brazil who made his debut performance in Malaysia.

Accompanying Alok were cross-genre acts such as Blink, WUKONG, Mr. Yang, Ashley Lau and MJ. 

The event featured a 360-degree audio-visual journey. 

In addition, Heineken offered fans an innovative way to interact with their favourite artists during their performances. Through the brand's live voting element, fans could choose the music genre they wanted to hear in real time. 

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