While I can’t speak to the research methodology or rigor of the double-blind population, Heineken has given me a reason to pay attention to them for a moment or two. I saw this #DMDS hashtag pop up yesterday when Armada dropped Armin Van Buuren’s latest video (below). The Armin Van Buuren tune is solid, as always, and we’ll probably hear it a lot in the coming weeks as it filters through the trance podcast universe. What got my attention though, was the continued emphasis on #DMDS.
Apparently, people listening to non-shit music drink more slowly. This was proven by having some random DJ spin one evening at an unnamed Miami club, then have AvB spin the next night. Drink purchases dropped by 40%. This definitely goes into the “needs a crapload of further research” bin, but it is true that dancing people drink less. If Heineken wants to get behind this kind of PSA-style promotion, with dance music being at the forefront of the campaign, getting people to cut it up instead of drink it down, sure, what the hell, I’m in. #DMDS
Terry Gotham 
What an interesting connection! I’m in marketing myself and find these studies and subsequent campaigns to be so onpoint!
Loved the experiment and have definitely experienced some club nights that kept me away from the bar and on the dance floor. Note to self: Do not read your blog before bed. The music energized me….which makes it tough to wind down for sleeping. Thanks for a great post.
Awesome! What a cool concept. Also pretty clever marketing on Heineken’s behalf… instead of flogging their beer as much as possible, there’s an element of reverse psychology happening here. End of the day, I’m pretty sure most people who enjoy cutting a rug would agree that they drink a lot less when there’s dance-floor stimuli. Good stuff.
Interesting. I agree, not perhaps very scientific but still. Branding themselves as the concerned/ socially aware beer perhaps….?? The real question would be what DJ will the clubs book??
Very interesting. I’m one that the few times I’m on a dance floor, I’d much rather be dancing than doing anything else. But for a club owner, I’m thinking they’d prefer the bar to be extra busy. I like the concept of the project though, and the end result.
I love that statistic! Maybe that is why in San Diego, CA you need a license for people to dance at a venue?!? They want the drink orders not the connection between music and fan. I have been kicked out of more than one venue because I was dancing to the music. If they only knew, that no matter what, I don’t drink and wouldn’t have never added to their bottom line. Maybe then I could have danced. 🙂