Welcome to our Heineken party, where the more you dance and the less you drink... the more you get to enjoy an unforgettable nightlife experience.

That’s right: a beer is asking its target to choose moderation, and dancing over drinking.

Use our wristband, link it to your smartphone through our Heineken Dance More App, and dance all night to the live sets of renowned DJ’s (included legendary Paul Oakenfold), earning access to different exclusive parties located in downtown Mexico City where you’ll dance until sunrise and experience first hand the benefit of knowing when to drink less and Dance More.

An experiential activity proving that sunrise belongs to moderate drinkers.

In October 2015, we invited 500 Heineken social media followers to a party in downtown Mexico City, featuring DJ Eduardo Rossell. At the entrance, we gave them a wearable device that would connect to their smartphones via our Heineken Dance More App, turning them into “dance monitoring devices”.

After three hours of party, the ones who danced more received an invitation to a second party, with a location (within walking distance) pointed on Google Maps. We provided bikes and “Heineken cabs”.

Each mobile phone became the personal ticket to get into this more exclusive party that showcased a set from DJ duo Nava & Bo.

Again, those who chose dancing over drinking, were rewarded with an even more exclusive party: a rooftop event, where legendary DJ Paul Oakenfold played until sunrise, proving the benefits of a night enjoyed in moderation.

The event was shot and uploaded online.

Heineken, partnering with renowned DJs, proactively sent a worldwide message through the power of music, encouraging young people to moderate their alcohol consumption, inviting them to choose dancing over drinking, focusing the conversation in the bright side of being sober and the rewards that come when you choose a night in moderation.

Not only the guests experienced our message first hand, the video of the activation was widely shared online.

The “Dance more, drink less” conversation went beyond the activation, expanding to social media channels.

Because it proves the power of music, in several live events that took place during one amazing night in Mexico City, featuring DJ sets from renowned artists like Eduardo Rossell, Mariana Bo, Jorge Nava and the legendary Paul Oakenfold.

The activation was associated to a cause: the worldwide “Dance More, Drink Less” Heineken invitation to young people.

We delivered a personalized message of moderation, using music as the weapon for change, interacting directly with our social media followers, proving the immediate benefit of following our call to action, and choosing dancing over drinking.

Mexico is one of the top beer drinking countries in the world. Our consumer target, (21 to 35), firmly believes that when it comes to enjoying nightlife, the more you drink, the more fun you have.

Being one of the top beer brands in the world, Heineken wanted to approach them in a direct manner, with a personal interaction through their mobile phones, delivering a moderation message with a clear and straightforward call to action: Drink less, dance more, and have fun all night without wasting yourself.

How? We gave away wristbands that monitored our guests dancing through their phones. The ones who “danced more”, got access to parties that kept getting better, showing that sunrise belongs to moderate drinkers.

The more you dance, the less you drink... and the more you enjoy the night.

In a country where alcohol consumption is excessive, and strictly related with having fun in its nightlife, we wanted to invite our consumers to moderate themselves.

The problem: we are a beer brand, and we don’t want to do it in a way that would turn our audience ears away from us. How could we convince them to stop drinking us, without missing the fun?

We needed to grab their attention, and show them the benefits of moderation, with a cool, engaging approach.