Heineken has teamed up with Dutch DJ Armin van Buuren for a campaign via Publicis Worldwide promoting responsible drinking. Dubbed "Dance More, Drink Slow", it centers on the idea that if people at clubs enjoy the music more, they will dance more and drink more slowly. Van Buuren has recorded a special track called "Save My Night" (available on Spotify) for the campaign, and also appears in this online film showing how the music played on two different nights in a Miami nightclub changes people's alchohol consumption.
The film, "The Experiment'", is deliberately being promoted as "digital first" and has been teased on social media with images showing van Buuren, a countdown and the campaign hashtag #DMDS. The campaign has consciously been released in January, a time of year when many consumers reassess their drinking behaviour. Heineken has already pledged to spend at least 10% of its marketing budget on responsible consumption messages in 2014