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Heineken Teams Up With Armin Van Buuren For ‘The Experiment’



World famous DJ Armin Van Buuren recently collaborated with Heineken on a film called The Experiment, which as the name suggests, conducts a social experiment at a Miami nightclub over two nights. The first night, clubgoers are entertained by a run of the mill DJ, and a camera keeps track of how many beers are consumed over a two hour period.

On the second night, Armin Van Buuren shows up and performs an epic set, getting the crowd pumped up and dancing their hearts out on the dance floor. Again, a camera keeps track of how many beers are consumed over that same two hour period.

Which night do you think sold more beers? Watch the video below, and see for yourself:

Surprised at the results? So was I. As you saw, when the party-goers were busy dancing, they were drinking less. And that's what Heineken’s latest initiative Dance More Drink Slow (#DMDS) is all about, focusing on getting young adults to change their behavior by dancing more, and consequently drink slow.

Armin van Buuren, who's new  track Save my Night can be heard now on Spotify, encourages and celebrates moderation during a night out. “When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost."

I think this is a great message to promote, and the video proves that when people are engaged and having a good time, they don't need to drink as much, which makes for a much safer night overall. That's a win-win in my book.

What do you think of Heineken's Dance More Drink Slow initiative?

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