Imagine you’re at a concert, the energy is electric, the music is blasting, and you’re capturing the moment on your phone to relive later. Suddenly, you realise that the giant side screens have a message, hijacking your recording to tell you to stop filming and just enjoy the show.
That’s exactly what Heineken did in their latest campaign—an interesting idea, but a huge missed opportunity for a wider customer experience perspective.
Instead of directly prohibiting phone use, Heineken used invisible infrared screens to disrupt recording attempts, subtly encouraging people to disconnect, turn their phone into a “dumb phone” that couldn’t record or take pictures, and focus on the live performance. it was a bold move but not a perfect one.
The Campaign Problem:
A Missed Connection with the Audience
People don’t record concerts because they love looking at life through a screen. They do it because they want to capture an unforgettable experience, a rare moment that holds personal meaning. Instead of reprimanding attendees for their behaviour, brands should tap into that emotional connection and offer a better solution.
Are You Actually Capturing the Moment or Missing It?
Taking photos or videos at a concert isn’t necessarily a bad thing—far from it! According to media psychologist Dr. Pamela Rutledge, snapping a picture can actually enhance the experience. When you focus on capturing a special moment, your brain hones in on the details that make it meaningful. Later, those images trigger emotions and memories, allowing you to relive the experience in a way a simple souvenir never could.
In fact, studies show that taking pictures—whether at a concert, on vacation, or even at dinner—can boost engagement and make the moment feel even more enjoyable. Why? Because you’re actively participating rather than just passively watching.
But here’s where things get tricky: why you’re taking the photo matters. If you’re snapping a pic to hold onto a personal memory, it can deepen your connection to the moment. But if you're glued to your phone, obsessing over the perfect shot for social media, you might be trading real-time enjoyment for virtual validation.
An investigation from Pew Research Report in 2022 noted that 55% of adults aged 18–29 share event content online, often for validation (likes/shares) or FOMO (Fear of Missing Out).
Professor Alixandra Barasch’s research found that filming with the goal of sharing actually diminishes the experience—raising anxiety about likes, comments, and audience reactions. Worse, constantly framing the “perfect shot” can make you miss the magic happening right in front of you, from the artist’s energy to the sound of the music itself.
So, what’s the takeaway? Capture the moment if it’s for you—but don’t let your phone become a barrier between you and the experience. Because no number of likes will replace the thrill of being fully present in an unforgettable moment.
A Better Approach: Encourage, Don’t Scold
Instead of saying, “Save this concert in your memory, not on your phone.” Heineken could have flipped the message into an invitation rather than a kind of gentle restriction. Here are some ideas that would have made the experience more positive:
Exclusive Content Access:
"Put your phone away and enjoy the moment! We’ll send you professional footage of the best moments after the show. Scan here to get it!"Engaging Interaction:
"Want a memory? Take a live photo at our interactive Heineken booth and get a cool digital keepsake!"Gamification:
"Enjoy the concert without recording and get a free drink at the end as a reward!"
How Other Experiences Get Right
Take, for example, the Mahanakhon Building in Bangkok. This place has one of the most breathtaking skywalks in the world—314 meters high, with a glass floor beneath your feet. Naturally, everyone wants to take a picture!
But to keep things smooth, safe, and enjoyable for everyone, they don’t allow personal photos on the skywalk itself. Sounds restrictive? Not really, because they’ve turned it into a seamless experience!
Instead of just saying “No photos,” they take one for you—a professional shot that captures the moment perfectly. No stress, no struggling with angles, no dropping your phone into oblivion. You still get your keepsake, but the experience remains immersive and hassle-free.
It’s a perfect example of how a business or a brand can respect a customer’s desire while enhancing their experience, rather than limiting it.
Whether it’s a campaign encouraging shared moments or interactive elements that push people to engage with those around them, the best marketing doesn’t isolate but connects. That’s the perfect way to create awareness and generate preference to be the top-of-mind brand you want to be.
Why This Matters for Customer Experience
A great brand experience makes people feel understood, not scolded. When brands acknowledge customer behaviour and offer an alternative that enhances their experience rather than limiting it, they create deeper emotional connections.
Heineken had the chance to elevate their campaign from a one-time stunt to a memorable, customer-first experience—but they missed it. The next time brands want to influence behaviour, they should think beyond reprimands and focus on creating irresistible invitations.
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