Heineken Hosted an Experiment with DJ Armin Van Buuren
Laura McQuarrie — March 29, 2014 — Marketing
References: heineken & creativeguerrillamarketing
Heineken's 'The Experiment' was an interesting one that used DJ Armin van Buuren to prove the power music has over people. The Experiment was conducted over two nights in the same club, with the same number of people each time, with the only difference being the DJ.
On the first night, an average DJ played and Heineken sales were well over 1,000 by the end of the night. On the second night when DJ Armin van Buuren was in the house, beer sales were just over half of this number. Heineken loudly brandished the "Dance More Drink Slow" hashtag, which seems to encourage having a fun time and actually enjoying the beer. However if you really want to sell a lot of drinks, apparently the secret may be in mediocre music.
On the first night, an average DJ played and Heineken sales were well over 1,000 by the end of the night. On the second night when DJ Armin van Buuren was in the house, beer sales were just over half of this number. Heineken loudly brandished the "Dance More Drink Slow" hashtag, which seems to encourage having a fun time and actually enjoying the beer. However if you really want to sell a lot of drinks, apparently the secret may be in mediocre music.
Trend Themes
1. Influence of Music on Consumer Behavior - Exploring how different types of music impact consumer purchasing decisions can lead to innovative marketing strategies.
2. Diverging Preferences for Music - Identifying the varying tastes in music among consumers opens up opportunities to tailor experiences and products to target specific audiences.
3. Understanding the Emotional Connection to Music - Unearthing the emotional impact music has on consumers can help businesses create memorable and engaging brand experiences.
Industry Implications
1. Music Streaming and Entertainment - Leveraging data analytics to analyze consumer music preferences can revolutionize personalized music recommendations and create more tailored content.
2. Alcohol and Beverage Industry - Developing targeted marketing campaigns based on the influence of music on drinking behavior can drive growth and increase brand resonance.
3. Event Planning and Nightlife - Integrating music research and analytics into event planning can improve attendee experiences and optimize revenue generation.
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