Heineken and DJ Armin van Buuren Team Up For “The Experiment”
If I were to tell you the DJ has influence on the amount of drinks you have at a club, would you believe me? Heineken has teamed up with World famous DJ, Armin Van Buuren to put that theory to the test in the campaign titled, “The Experiment”. The overarching global campaign is called “Dance More Drink Slow”, with the emphasis on responsible moderate drinking while having a fun night out. Use #DMDS to spread the word.
The social experiment takes place on two separate nights in Miami where the only difference was the DJ. It is meant to show how the DJ has influence on how consumers change their behavior and choose to dance more rather than drink. The outcome is quite remarkable, but I’ll let the video prove that.
“‘The Experiment‘ assesses the exciting possibilities that naturally occur on a night out when drinking responsibly.” Says Armin van Buuren, “When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost.”
“The reason I have partnered with Heineken on ‘Dance More, Drink Slow’ is because we have a fantastic opportunity, and responsibility, to connect better with our audience and affect behavior change. Drinking responsibly is an important issueand being able to use music, specifically the “Save my Night” track, to innovatively deliver that message directly to fans on the dance floor is unique.”
The film was directed by Philip Andelman, who has also directed music videos for Rihanna, Jay-Z, Beyoncé, John Mayer, and more. To gauge the amount of drinks that were actually being sold, the Heineken team setup a special camera behind the bar to monitor both nights. Watch the video above to see the outcome.