Heineken app helps fans 'live the moment' at concerts

Heineken is aiming to encourage music fans across the world to ditch their phones at live events by downloading a new app that enables them to “live the moment” rather than spend the whole time taking video footage.

The initiative, devised by creative agency LePub – a joint venture between Publicis Groupe and Heineken – follows a collaboration with the Silver Live Out Festival in Mexico and the Amsterdam Dance Event in the Netherlands, which saw the brand install new technology that delivered the message via infrared lighting.

Invisible to the naked eye but revealed when people held up their phones to film the performance, attendees were encouraged to keep the moment in their memory, not on their phone.

They could also download the “Boring Mode” app, designed by Heineken to make their smartphone less distracting, with the ultimate aim of prompting music fans to put their devices away and fully experience “the moment”.

The hidden message worked by leveraging the properties of infrared light, and creating an invisible-to-the-eye display, visible only when viewed through the phone’s camera and displayed in a seamless way, without the need to download external apps or web apps.

To help people facilitate good times with friends “in real life”, Heineken has launched The Boring Mode – an app that will turn any smartphone boring, blocking other apps, notifications and even the camera for a set period of time.

The launch follows a growing trend of performing artists and DJs asking fans to ditch their phones during concert tours, festivals and club nights this summer.

Scottish DJ and producer Barry Can’t Swim said: “I’m all in favour of The Boring Phone and Boring Mode, Heineken has created. When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me.

“With live music, of course you are more present and immersed if you are giving it your full attention, rather than taking a video on your phone. And without phones, the energy is definitely different – people are more connected on the dancefloor.”

According to Heinekin’s own research, over a third (35%) of Gen Z and Millennial smartphone users across the UK, US and the Netherlands said they check their phones more often than they should when socialising and six in ten (60%) think they would enjoy music events more if they could disconnect from their device.

Two-fifths (41%) said they find it frustrating to see a crowd of phones in the air when out at a gig or concert, yet more than half (55%) admitted that they had prioritised capturing a video of a performance rather than being present in the moment, even though 13% also said they rarely watch back the videos they capture anyway.

The Boring Mode is being launched in response to the incredible demand for The Boring Phone – a collaboration between Heineken and Boston streetwear curators, Bodega. When the limited-edition Y2K inspired flip phone (designed to do absolutely nothing but message and call) was launched earlier this year, more than 70,000 people tried to get their hands on one. Heineken has also made the hidden infrared technology used publicly available for any artist to be able to download and implement at their live shows.

Heineken global head Nabil Nasser said: “Today it feels like tech always comes first, leaving the enjoyment of real life in second place. While technology grants us endless conveniences, it also comes at the cost of not being able to stop and embrace what’s happening around us.

“At Heineken, we want to foster moments of genuine connection to enable a more rewarding social life. When we launched The Boring Phone earlier this year, demand was huge but only a limited number were made.

“We hope the launch of The Boring Mode helps even more people take a step back from taking photos for posting on social media, and instead look around to enjoy what’s right in front of them. After all, there is more to your social life, when there is less on your phone.”

LePub global chief executive Bruno Bertelli, who is also chief creative officer at Publicis Worldwide, added: “The essence of this tech-driven initiative is to redefine the concert experience, creating spaces with no distractions where people can authentically live the moment and immerse themselves in the magic of live music.

“By leveraging creativity and innovation, we have transformed phones into tools for deeper connections. Celebrating the power of music, the Boring Mode app aims to bring people together in meaningful ways and give socialising the quality it really deserves.”

The Boring Mode is available to download, for free, on iOS and Android.