Tweeting, Instagraming, Liking, Snapchatting, are all the rage in brand strategy. We’re telling companies to implement strategies to attract the digital consumer, but do we have this all wrong? I was a little surprised to read about Amstel’s new app and overall ad campaign of unplugging, but with more thinking, it’s actually brilliant. What drinker is going to say no to a free beer?
The new app, developed by Next Digital Creative Agency (Next-DC) and only available in Bulgaria, challenges users to not use their phone for eight hours, and if they succeed they get a free beer. At first I thought it would be a simple task, but then I remembered how naked I feel without my phone. Checking email, looking at Twitter mentions, Facebook chatting are all instinctual gestures when the notifications pop up. But when times are rough and a challenge seems like fun, it would be great to do something for get a free beer.
My concern is if the challenge will get interrupted if you receive a phone call. Amstel has also done other unplugging scenarios for their campaign such as waiting in front of a vending machine for three minutes to get a free beer and locking up patrons of bars’ cellphones while they’re at the bar.
I wonder if North Americans are up to a challenge like this and how big a campaign like this could get here. What would consumers do if they couldn’t tweet/tell all their friends about such a challenge?
Read more about Amstel’s app and campaign at fastcompany.com. They have some great quotes from Next-DC.