The Experiment is a global piece of branded content aimed at Electronic Dance Music (EDM) DJs and young men at legal drinking age.

There are no restrictions for branded content in the alcohol sector other than self-regulation, common sense, acts of crime, rights violation and the minimum legal drinking age of 25 years

A social Experiment that compares people’s drinking behaviour in two equal club nights with only one difference: The DJ playing on the 2nd night was the best DJ in the world in disguise. Armin van Buuren was selected as the ambassador of the #DanceMoreDrinkSlow campaign and has been asked to produce and perform a dedicated music track. His song ‘The DJ saves my night’ not only became the campaign rally cry, but also a track that has been sampled over 100 times by DJs from around the world that joined the #DMDS movement

Alcohol consumption on Night 2 of ‘The Experiment’ was 42% lower

•5.8 billion media impressions

•25.9 million million views of The Experiment (most watched Heineken content ever)

•The Experiment has been shared 134.724 times

•Armin’s track ‘Save my night’ has been streamed over 690.000 times on Spotify

•117 remixes of ‘Save my Night’

•2320 DJs joined the ‘Dance More Drink Slow’ movement

•#dmds has been tagged 8.400 times

•Over 550.000 fans attended #DMDS DJ battles in 4 different continents

•Heineken’s brand impact on moderation has improved by +9%

•+12% think that Heineken acts responsibly

•+18% would recommend/promote Heineken