Amstel Hops Onto The Digital Detox Train

Several marketing campaigns launched over the last few months are designed to help young working men unplug, ideally with a beer. One of them is an app that offers a reward for leaving their phones alone.

What's the Latest Development?


In a world where increasing numbers of people are literally attached to their smartphones, Sofia-based Next Digital Creative Agency (Next-DC) has come up with a number of marketing campaigns for their client, beer manufacturer Amstel. The most recent one, launched last month, is an app that challenges users to put down their smartphones and not touch them for 30 minutes at a time. If they manage to accumulate eight hours' worth of smartphone rest, they are rewarded with a free beer. The app follows a summer promotion in several Bulgarian cities in which a vending machine dispensed a free beer to anyone who was able to stand completely still for three minutes.

What's the Big Idea?

While there are few marketing promotional phrases more attractive or effective than "Free Beer," Next-DC  co-founder Maria Todorova says their campaigns have higher intentions. "Anxiety and stress were some of the problems we tried to solve. Our lives have become so dynamic that we rarely stop to reconsider how important [a] break is." Deputy creative director Momchil Zakhariev says the goal is to reach Amstel's target audience, "young men who work in international companies, are well paid, and spend most of their time in the office."

Photo Credit: Shutterstock.com

Read it at FastCompany

Related Articles

Human skeletal stem cells isolated in breakthrough discovery

It's a development that could one day lead to much better treatments for osteoporosis, joint damage, and bone fractures.

Image: Nissim Benvenisty
Surprising Science
  • Scientists have isolated skeletal stem cells in adult and fetal bones for the first time.
  • These cells could one day help treat damaged bone and cartilage.
  • The team was able to grow skeletal stem cells from cells found within liposuctioned fat.
Keep reading Show less

How exercise helps your gut bacteria

Gut bacteria play an important role in how you feel and think and how well your body fights off disease. New research shows that exercise can give your gut bacteria a boost.

National Institutes of Health
Surprising Science
  • Two studies from the University of Illinois show that gut bacteria can be changed by exercise alone.
  • Our understanding of how gut bacteria impacts our overall health is an emerging field, and this research sheds light on the many different ways exercise affects your body.
  • Exercising to improve your gut bacteria will prevent diseases and encourage brain health.
Keep reading Show less

Giving octopuses ecstasy reveals surprising link to humans

A groundbreaking new study shows that octopuses seemed to exhibit uncharacteristically social behavior when given MDMA, the psychedelic drug commonly known as ecstasy.

Image: damn_unique via Flickr
Surprising Science
  • Octopuses, like humans, have genes that seem to code for serotonin transporters.
  • Scientists gave MDMA to octopuses to see whether those genes translated into a binding site for serotonin, which regulates emotions and behavior in humans
  • Octopuses, which are typically asocial creatures, seem to get friendlier while on MDMA, suggesting humans have more in common with the strange invertebrates than previously thought
Keep reading Show less