- Heineken (HEINY, Financial) teams up with Joe Jonas and influencers to launch #SocialOffSocials campaign.
- The initiative addresses digital overload with 52% of adults feeling overwhelmed by social media.
- Heineken's study shows people spend an average of 5 hours and 48 minutes daily on devices.
Heineken (HEINY) has launched an innovative campaign, #SocialOffSocials, aimed at combating digital overload by encouraging real-life interactions over social media engagements. The campaign debuted at a star-studded event in New York City, featuring Grammy-nominated artist Joe Jonas and influencers like Dude With Sign (Seth Phillips), collectively reaching over 35 million followers.
The event, held at Bleecker Street Bar, saw Jonas present his new track 'Heart by Heart' offline before its digital release, emphasizing the value of in-person experiences. Celebrities including Victoria's Secret models Martha Hunt and Graice Carvalho, Yankees pitcher Luke Weaver, and other notable figures attended to support the cause.
Key findings from Heineken's global study involving 17,000 adults revealed that 47% describe themselves as 'always online,' with a significant portion of 79% noting they are less likely to use their phones when socializing in person. The campaign taps into these insights, underscoring the importance of face-to-face interactions as a means to alleviate the pressures of constant digital connectivity.
Heineken's research further highlights concerning statistics: the average individual spends about 5 hours and 48 minutes daily on their devices, equating to 88 days per year. Concurrently, in-person socializing has declined by 35% over the past 24 years, as reported by Statista.
Joe Jonas, reflecting on the initiative, expressed excitement about encouraging people to "put their phones down and connect in real life," emphasizing the irreplaceable nature of live music experiences. Heineken hopes to inspire a more balanced approach to socializing, reinforcing real connections over digital ones, with the campaign expected to launch its advertisements next week. For more on the campaign, visit this link.
