Heineken Hides Message in Barry Can't Swim Show at Amsterdam Dance Event Calling for People to Put Away Their Phones

Core Insights - Heineken has partnered with Barry Can't Swim to promote reduced smartphone usage at the Amsterdam Dance Event (ADE) [1][2] - The initiative is driven by research indicating that a significant portion of Gen Z and Millennials find excessive phone use at events frustrating [3][4] - Heineken has launched The Boring Mode app to help users disconnect from distractions and enjoy social moments [5][6] Group 1: Event and Technology - Heineken implemented innovative technology during Barry Can't Swim's DJ set, using infrared lighting to deliver hidden messages to fans' phones [2] - The Amsterdam Dance Event anticipates over 500,000 visitors from 146 countries, featuring prominent artists [2] - Similar technology was previously used at the Live Out Festival in Mexico, attended by 50,000 people [2] Group 2: Consumer Trends - A survey revealed that 35% of Gen Z and Millennial smartphone users feel they check their phones too often while socializing [4] - 60% of respondents believe they would enjoy music events more if they could disconnect from their devices [4] - Over half (55%) admitted to prioritizing capturing videos over being present, with only 13% watching the videos later [4] Group 3: The Boring Mode App - The Boring Mode app blocks notifications and apps, allowing users to focus on their surroundings [5][6] - The app is a response to the demand for The Boring Phone, a limited-edition device designed for minimal functionality [5] - Heineken aims to foster genuine connections and enhance social experiences by encouraging users to engage with their environment [6]