Heineken has begun to roll out its new ad campaign “Social Off Socials” which encourages people to put down their phones and socialize with people ‘IRL’ (“in real life). The campaign was produced after the company studied the screen time habits of 17,000 adults worldwide and found that the average person spends 5 hours and 48 minutes per day looking at their phone. This is equivalent to 127,020 minutes a year or 88 days per year!
As social media usage and time spent scrolling has risen, in-person socializing has fallen 35% since the Year 2000. Despite social media providing easier access to friends, more people are lonely. Heineken’s study found that about half of all adults surveyed are overwhelmed by the pressure to keep up with social media, and feel their “social battery” is drained by the amount of time they spend speaking to people online. As a result, 32% admit to sometimes putting off making plans with friends in real life, and 62% said they sometimes feel lonely.
To combat the digital isolation many people feel, Heineken launched their latest campaign to encourage face-to-face socialization. The new media campaign encourages people to share a beer (alcoholic or non-alcoholic) with friends in person–without their phones.
The ad uses Joe Jonas and other famous social media influencers to demonstrate what the world would be like if there were no social media engagement. Jonas wanders dystopian streets where content creators are desperately begging for likes and views, but there is no one around, until he discovers a bar filled with people gathered and genuinely connecting. The ad concludes with the tagline: “Sorry, social media, Heineken, social networking since 1873.”
This campaign follows Heineken’s “Boring Phone” campaign, in which they created a basic mobile device designed to help people stay present in real-life social experiences. The campaign specifically targeted younger consumers and encouraged them to put the smartphones away and socialize in real life.
Heineken understands that people–especially Gen Z–have anxieties around their phones and social media, and the ad campaign offers a practical solution by encouraging people to socialize in person. Another company, the online dating app Hinge, began its marketing campaign “One More Hour” to encourage users to prioritize in-person interaction over endless swiping. The company also committed to donating $1 million to social clubs in major cities that create events for people to connect in person.
As social media usage can lead to people feeling less connected and results in people being less social, a shift towards decreasing social media usage and prioritizing in-person connections is beginning to be seen. However, younger generations often don’t know where to start to create authentic community experiences. This is where brands can come in and create a sense of community and offer solutions for their consumers. Rather than simply selling a product, companies can create genuine value by creating real-world connections that many people crave. Heineken’s “Social Off Socials” campaign exemplifies how brands can transcend traditional marketing, become community builders, and help consumers create authentic connections and experiences in the digital age.
Meghan McGowan is a research analyst and a “reverse mentor” to Futurist Jack Uldrich. She specializes in the future of social media, marketing, and culture.
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