# Digital Detox Beer Campaigns This Amstel App Rewards People Who Stay Away from Their Smartphones By Rahul Kalvapalle | Published 2014-05-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/amstel References: [fastcompany](http://www.fastcompany.com/3020354/less-tweeting-more-drinking-amstel-app-rewards-digital-detoxers-with-free-beer) & [itunes.apple](https://itunes.apple.com/bg/app/amstel/id635821060?mt=8&affId=2214590&ign-mpt=uo=4) This Amstel app, created by Bulgaria-based [Next Digital Creative Agency](https://www.trendhunter.com/trends/hybrid-model), 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](https://www.trendhunter.com/trends/detox-challenges) 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](https://www.trendhunter.com/trends/jolt-app) 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. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 74% | Activity: 100% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Social Mobile Phone Plans](https://www.trendhunter.com/trends/heimobile.md) - [Nostalgic Beer Brand Phones](https://www.trendhunter.com/trends/the-boring-phone.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md) - [Minimalist Co-Branded Mobile Devices](https://www.trendhunter.com/trends/boring-phone.md) - [Anti-Burnout Beer Campaigns](https://www.trendhunter.com/trends/antiburnout.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Fun-Focused Festival Phones](https://www.trendhunter.com/trends/brahma-phone.md) - [AI-Enhanced Phone Cases](https://www.trendhunter.com/trends/the-flipper-by-heineken.md) - [Sea-Inspired Anti-Smartphone Cocktails](https://www.trendhunter.com/trends/smartphonefasting-sour.md)