This Amstel app, created by Bulgaria-based Next Digital Creative Agency, rewards people who don't fuss over their cellphones with a free beer. The app keeps track of how often smartphone users use their phones; each set of eight hours of unplugged time entitles the user to a free beer.
The app is but another addition to Amstel's campaign over the last couple of years to encourage people to ignore their phones and focus on enjoying a nice Amstel and the company of their friends. Essentially, the app encourages people to ignore a modern social tool -- the smartphone -- in favor of a far more traditional social lubricant, beer.
Next Digital Creative Agency's deputy creative director Momchil Zakhariev says the Amstel campaign has been a hit on social media. "We try to create content that is highly shareable, to help people in their everyday lives, instead of just promoting a product," Zakhariev said.
Key Themes Behind This Trend
- Smartphone Detox
- The rise of digital detox campaigns and apps is opening up opportunities for businesses to promote offline experiences.
- Gamifying Health
- Incorporating playful elements into health and wellness initiatives is proving effective in promoting positive behavior change.
- Social Media Marketing
- Encouraging user-generated content through interactive campaigns can increase brand engagement on social media.
Where This Applies
- Beverage
- Beverage companies can explore the trend of digital detox campaigns to engage with audiences who seek offline experiences.
- Mobile App
- Developers of mobile apps can incorporate the concept of digital detox to create engaging and healthy apps that promote self-control.
- Advertising
- Marketers can use gamification and interactive campaigns, like the Amstel app, to increase brand awareness and encourage user-generated content.
