The Heineken Experiment – One Change Makes All The Difference Michael Kwan January 15, 2014 In the world of gadgets and tech, we see time and time again how even the smallest and most incremental of changes can completely revolutionize a market segment. Smartphone apps existed well before the iPhone 3G came along, but the Apple App Store certainly popularized the idea and brought all the apps together in one convenient place. These days, the software you find on your smartphone is arguably just as important (if not even more important) than the hardware. Similarly, having a stylus to go along with a touchscreen wasn't exactly anything new when the original Galaxy Note launched two years ago, but the "S Pen" and the bigger display changed the way we interact with what we now call phablets. It reinvigorated that segment of devices, completely changing how we view these supersized phones. And it seems like the folks at Heineken have also experienced a similar phenomenon, but it doesn't have anything to do with the recipe for their delicious beer. We've already see how Heineken is passionate about soccer, but they're also really into music and clubbing. And when it comes to the dance club, there are so many factors to consider. You've got the decor of the venue, you've got what's available at the bar, and you've got the music. In "The Experiment," shot in Miami, they took a look at how the club would be affected when they made just one simple change: the DJ. I don't want to spoil anything — you should watch the video below for the full story — but let's just say that one of the best ways to encourage responsible drinking is to get the people out on the dance floor and having a good time. It's a new initiative from Heineken called "Dance More, Drink Slow." You can continue the conversation using the #DMDS hashtag. Yes, it may sound odd for a beer company to tell you to drink less, but we should all be responsible adults about this, right? You can access DJ Armin Van Buuren's new track "Save My Night" on Spotify. It's available in 42 countries around the world. Just like the beer, be sure to enjoy the music responsibly too. Sponsored Post Share This With The World!