Heineken continues to answer the call of young people to disconnect from technology with the launch of ‘The Boring Mode’, an app that takes any smartphone back to basics. Boredom mode works by blocking other apps, notifications, and even the camera for a period of time at the user’s request, allowing the user to enjoy some fun time with friends.
More than a third (35%) of Gen Z and Millennial smartphone users in the UK, US and Netherlands say they check their phone more often than necessary when socializing, and 88% say they check their phone more often than necessary when socializing. Respondents said they sometimes scroll habitually when they go out. However, Boredom Mode is designed to keep the incessant sounds, buzzers, and notifications at bay.
Launched in response to incredible demand for The Bowling Phone, a collaboration between Heineken and Boston streetwear curator Bodega. More than 70,000 people tried to get their hands on a limited-edition Y2K-inspired flip phone (designed for messaging and calling only) when it went on sale earlier this year. I did.
Earlier this week, Heineken released an app in partnership with Amsterdam Dance Event and Barry Can’t Swim to encourage people to minimize their phone use on the dance floor at this year’s global music event. .
During Barry Can’t Swim’s DJ set at the ADE opening event, Heineken cleverly delivered messages via infrared lighting, invisible to the naked eye but revealed when people held up their phones to record. Hidden technology. Fans were encouraged to “bored” their smartphones and commit the moment to memory rather than their phones.
The same technology was also deployed by Heineken at Mexico’s LiveOut festival, which was attended by 50,000 people earlier this month. Heineken wants to encourage people around the world, wherever they are, to stay present and live their social lives to the fullest. For those not attending an event where the technology is being trialled, all you need to do is download The Boring Mode, switch off and let the music be your only distraction.
Heineken’s hidden message follows a growing trend this summer asking performing artists and DJs to be more present in the moment to their fans through tours, festivals and club nights. But artists aren’t the only ones craving digital connectivity; consumers, especially Gen Z and Millennials, are increasingly looking to step away from their phones to listen to music.
Six in 10 (60%) of those surveyed said they would enjoy music events more if they could disconnect from their devices. Two-fifths (41%) say it’s frustrating to see so many people’s phones flying into the air during live shows and concerts. 55% admitted that they prioritized recording videos of their performances over being present in the moment, while 13% said they rarely look back at the videos they record anyway.
Scottish DJ and producer Barry Cant Swim said: “I’m a big fan of The Boring Phone and Boring Mode created by Heineken. When I heard about the new ‘anti-smartphone’ concept, it blew my mind. Of course, when it comes to live music, it’s more realistic and immersive to focus your full attention on the music rather than shooting video on your phone. And without the phone, the energy is clearly different. People are more connected on the dance floor. ”
Jorinde Boom, Head of ADE Partnerships comment, “Electronic music is made to be felt, experienced, and heard through all the senses of the body, not just the ears. We want everyone to experience each performance of our artists in the best possible way during ADE, We encourage you to explore. This campaign, created by our main partner Heineken, allows attendees of this year’s festival to enjoy all the world-class artists on the lineup without distractions. I hope.”
Comments from Heineken Global Head Nabil Nasser, “Nowadays, technology always comes first and the enjoyment of real life seems to take a backseat. There’s a cost to not being able to stop and take in what’s going on around you. At HEINEKEN®, we want to foster moments of genuine connection for a more rewarding social life. When “The Boring Phone” was released, demand was huge, but only a limited number were produced. So the release of ‘The Boring Mode’ will help even more people take a step back from taking pictures to post on social media and instead look around to enjoy what’s right in front of them. I hope so. After all, there is so much more to your social life than there is to your phone. ”
Boring Mode is currently available for free download on iOS and Android.
