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Phone-Incarcerating Beer Ads

The 'Amstel Safe' Campaign Gave Beer to Those with Locked Up Phones

— June 1, 2013 — Marketing
A campaign for Amstel Beer called 'Amstel Safe' helped free bar-goers from the constant interruption of their phones. Recognizing that social interactions are ruined by technology, ad agency NEXT-DC developed a campaign where bar patrons receive an Amstel beer if they locked off their phones. A coat check-like system was put in place where those that consented to lock away their phones received a free beer.

The goal of the campaign was to liberate people from the pressure that our smartphones connect us to. The constant stress of sharing activities and replying to work communications stunts the free time of many. By helping people get away from that stress, Amstel is positioning itself as a beer with a liberal-minded spirit.
Trend Themes
1. Anti-digital Socialization - The 'Amstel Safe' campaign reflects the trend of promoting in-person, phone-free socialization as a way to alleviate technology-induced stress and promote genuine connections.
2. Unplugged Experiences - The Amstel Safe campaign mirrors the trend of offering unplugged experiences where people can disconnect from their devices, enjoy a brand experience and potentially convert into loyal customers.
3. Immersive Advertising - Amstel Safe campaign ad exemplifies the trend of immersive advertising where brands use experiences to create positive associations with their products and promote brand awareness.
Industry Implications
1. Alcohol and Beverage - Alcohol and Beverage industry can introduce immersive ad campaigns and unplugged experiences to differentiate their brands and attract consumers who value disconnecting from technology.
2. Hospitality and Tourism - Hospitality and Tourism industry can embrace unplugged experiences and encourage socialization as a way to enhance their guests' well-being and offer unique experiences that distinguish them from competitors.
3. Advertising and Marketing - Advertising and Marketing industry can explore immersive campaigns that provide valuable experiences, create positive associations with brands, and generate buzz and social media engagement.
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