Watch the Heineken Experiment in the video below featuring world famous DJ Armin Van Buuren. The result of the experiment is puzzling.
2014 is here and let's continue to celebrate with what geeks love most: beer. Beer is a global phenomenon and is enjoyed in most parts of the world. There are several beer brands that have managed to be available everywhere, one of them is Heineken. The people at Heineken have partnered with world famous DJ Armin Van Buuren to deliver a powerful responsible drinking message delivered through and experiment, that you can watch in the video below. They wanted to find out what difference a DJ makes during a club night in terms of beer consumption. On two separate nights, Heineken set up a club with the same number of guests but two separate DJ’s and counted the number of beers they bought. In the video below it is hard to judge which DJ is better as the short audio snippets are not telling that much, but you see that the beer counter moves much slower when Armin Van Buuren is on the turn tables. For the full version of the audio, check out Armin Van Buuren's entire track "Save my Night".
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The result of the experiment is at first glance not a great thing for a brewery, but Heineken is not an ordinary brewery. They are a global brand and global brands need positive associations. Heineken’s “Dance More Drink Slow” campaign combined with Armin Van Buuren’s “Save my Night” track has brought to life the experiment to better connect with their audience. The results: the better the DJ the less people drink. If a DJ is not getting people to dance they hang at the bar and down one drink after the other. If the DJ is for instance Armin Van Buuren then the crowd is on the dance floor shaking it.
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