Dance More, Drink Slow: Heineken and Armin van Buuren Present ‘The Experiment’

Well, now, this is pretty cool!

Global beer giant Heineken has teamed up with EDM royalty Armin van Buuren to launch a global responsible drinking campaign called “Dance More, Drink Slow.”

Filmed at Mansion Nightclub in Miami, Florida, tied-in with DJ Armin van Buuren’s new music track, “Save My Night,” a short film was released on January 6 entitled “The Experiment,” to promote moderate drinking.

“Dance More, Drink Slow” documents a social experiment which covers two separate nights at South Beach’s Mansion, with the same amount of people and the only difference being the deejay.

Night one – a random deejay, night two – an undercover Armin van Buuren.

“The Experiment” highlights a deejay’s ability to influence the drinking behavior and actions of party goers.

Gianluca Di Tondo, Senior Global Brand Director for Heineken said:

“For us, “Dance More, Drink Slow” is an opportunity to create a moderation movement – a fresh look at how we approach the single most difficult issue that affects our industry today.

Collaborating with Armin Van Buuren – another iconic Dutch brand – to create ‘Save My Night’ sends a clear message to consumers that they can enjoy themselves, while also remaining in control.”

He also added:

“Collaborating with Armin Van Buuren – another iconic Dutch brand – to create “Save My Night” sends a clear message to consumers that they can enjoy themselves, while also remaining in control.”

Van Buuren described the campaign as a “fantastic opportunity” to “affect behavior change” and also stated that:

“When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost.

Drinking responsibly is an important issue and being able to use music, specifically the ‘Save My Night’ track, to innovatively deliver that message directly to fans on the dance floor is unique.”

Take a listen to Armin Van Buuren’s “Save the Night” and watch “The Experiment” below:

Find out more about Heineken, here.

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Sasha H. Muradali owns the Little Pink Blog (part of Little Pink Book PR, LLC.) Sasha holds a MA International Administration with a concentration in Intercultural Communication from the University of Miami and a BS Public Relations and Dance from the University of Florida. She has been featured in Forbes, CNN and Business Week. Sasha tweets fervidly (@SashaHalima), loves Harry Potter and the colour pink. Find her on LinkedIn, get a copy of the Little Pink Blog delivered to your Kindle and ‘LIKE’ us on Facebook.

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