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HEINEKEN® JOINS FORCES WITH JOE JONAS AND GLOBAL INFLUENCERS TO HELP TACKLE DIGITAL OVERLOAD AND GET SOCIAL 'OFF SOCIALS'

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Heineken launched a new campaign called #SocialOffSocials with an exclusive event in New York City featuring Joe Jonas and various influencers to address digital overload. The campaign responds to research showing 52% of adults feel overwhelmed by social media pressure.

The event at Bleecker Street Bar featured Jonas and Dude With Sign (Seth Phillips), who have over 35 million followers combined, posing in Instagram reel-styled windows to promote real-life connections. Jonas debuted his new track 'Heart by Heart' exclusively at the event before its digital release.

A global study of 17,000 adults revealed people spend approximately 5 hours and 48 minutes daily on their devices, equivalent to 88 days annually. The research also found that 59% of people increased their phone time in the past year, while in-person socializing has decreased by 35% over 24 years. Notably, 79% of respondents agreed they look at their phones less when socializing in person.

Heineken ha lanciato una nuova campagna chiamata #SocialOffSocials con un evento esclusivo a New York City, con la partecipazione di Joe Jonas e diversi influencer, per affrontare il sovraccarico digitale. La campagna nasce da una ricerca che mostra come il 52% degli adulti si senta sopraffatto dalla pressione dei social media.

L'evento al Bleecker Street Bar ha visto la presenza di Jonas e Dude With Sign (Seth Phillips), che insieme contano oltre 35 milioni di follower, posare in finestre in stile Instagram reel per promuovere le connessioni nella vita reale. Jonas ha presentato in anteprima il suo nuovo brano 'Heart by Heart' esclusivamente durante l'evento, prima della sua uscita digitale.

Uno studio globale su 17.000 adulti ha rivelato che le persone trascorrono circa 5 ore e 48 minuti al giorno sui loro dispositivi, equivalenti a 88 giorni all'anno. La ricerca ha inoltre evidenziato che il 59% delle persone ha aumentato il tempo trascorso al telefono nell'ultimo anno, mentre il tempo dedicato alle interazioni sociali di persona è diminuito del 35% in 24 anni. In particolare, il 79% degli intervistati ha confermato di guardare meno il telefono quando socializza di persona.

Heineken lanzó una nueva campaña llamada #SocialOffSocials con un evento exclusivo en la ciudad de Nueva York, contando con la participación de Joe Jonas y varios influencers, para abordar la sobrecarga digital. La campaña responde a una investigación que muestra que el 52% de los adultos se siente abrumado por la presión de las redes sociales.

El evento en el Bleecker Street Bar contó con la presencia de Jonas y Dude With Sign (Seth Phillips), quienes juntos suman más de 35 millones de seguidores, posando en ventanas al estilo reels de Instagram para promover conexiones en la vida real. Jonas estrenó su nuevo tema 'Heart by Heart' exclusivamente en el evento antes de su lanzamiento digital.

Un estudio global con 17,000 adultos reveló que las personas pasan aproximadamente 5 horas y 48 minutos diarios en sus dispositivos, lo que equivale a 88 días al año. La investigación también encontró que el 59% de las personas aumentó su tiempo en el teléfono en el último año, mientras que la socialización en persona ha disminuido un 35% en 24 años. Cabe destacar que el 79% de los encuestados coincidió en que miran menos sus teléfonos cuando socializan en persona.

하이네켄은 디지털 과부하 문제를 다루기 위해 #SocialOffSocials라는 새로운 캠페인을 뉴욕시에서 조 조나스와 여러 인플루언서들과 함께 독점 이벤트로 시작했습니다. 이 캠페인은 성인 52%가 소셜 미디어 압박에 압도당하고 있다는 연구 결과에 대응하는 것입니다.

Bleecker Street Bar에서 열린 행사에는 조나스와 Dude With Sign(세스 필립스)이 참여했으며, 이들은 합쳐서 3,500만 명 이상의 팔로워를 보유하고 있습니다. 이들은 인스타그램 릴 스타일의 창문에서 포즈를 취하며 실제 삶에서의 연결을 촉진했습니다. 조나스는 디지털 출시 전에 행사에서만 신곡 'Heart by Heart'를 처음 공개했습니다.

전 세계 17,000명의 성인을 대상으로 한 연구에 따르면, 사람들은 하루에 약 5시간 48분을 기기에 사용하며, 이는 연간 88일에 해당합니다. 연구 결과, 59%가 지난 1년간 휴대폰 사용 시간이 증가했으며, 대면 사회 활동은 지난 24년간 35% 감소했습니다. 특히 응답자의 79%는 대면 사회 시 휴대폰을 덜 본다고 답했습니다.

Heineken a lancé une nouvelle campagne intitulée #SocialOffSocials avec un événement exclusif à New York, réunissant Joe Jonas et plusieurs influenceurs pour aborder la surcharge numérique. Cette campagne fait suite à une étude révélant que 52 % des adultes se sentent submergés par la pression des réseaux sociaux.

L'événement au Bleecker Street Bar a mis en scène Jonas et Dude With Sign (Seth Phillips), qui cumulent plus de 35 millions d'abonnés, posant dans des vitrines façon reels Instagram pour promouvoir les connexions dans la vie réelle. Jonas y a dévoilé en exclusivité son nouveau titre 'Heart by Heart' avant sa sortie digitale.

Une étude mondiale portant sur 17 000 adultes a révélé que les gens passent environ 5 heures et 48 minutes par jour sur leurs appareils, ce qui équivaut à 88 jours par an. L'enquête a également montré que 59 % des personnes ont augmenté leur temps d’utilisation du téléphone au cours de l’année écoulée, tandis que les interactions sociales en personne ont diminué de 35 % sur 24 ans. Notamment, 79 % des répondants ont déclaré regarder moins leur téléphone lorsqu’ils socialisent en personne.

Heineken startete eine neue Kampagne namens #SocialOffSocials mit einer exklusiven Veranstaltung in New York City, bei der Joe Jonas und verschiedene Influencer teilnahmen, um die digitale Überlastung anzusprechen. Die Kampagne reagiert auf eine Studie, die zeigt, dass 52 % der Erwachsenen sich durch den Druck der sozialen Medien überfordert fühlen.

Die Veranstaltung in der Bleecker Street Bar zeigte Jonas und Dude With Sign (Seth Phillips), die zusammen über 35 Millionen Follower haben, und posierten in Fenstern im Stil von Instagram-Reels, um echte Verbindungen zu fördern. Jonas präsentierte dort exklusiv seinen neuen Song 'Heart by Heart', noch vor der digitalen Veröffentlichung.

Eine globale Studie mit 17.000 Erwachsenen ergab, dass Menschen täglich etwa 5 Stunden und 48 Minuten mit ihren Geräten verbringen, was 88 Tagen pro Jahr entspricht. Die Forschung zeigte außerdem, dass 59 % der Menschen ihre Handynutzung im letzten Jahr erhöht haben, während persönliche soziale Kontakte in den letzten 24 Jahren um 35 % zurückgingen. Bemerkenswert ist, dass 79 % der Befragten angaben, beim persönlichen Sozialkontakt weniger auf ihr Handy zu schauen.

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Global superstar Joe Jonas and some of the world's most-followed content creators joined forces at an exclusive event in New York City last night to demonstrate that connecting in real life is one of the easiest ways to disconnect from the sometimes overwhelming world of social media

NEW YORK, April 25, 2025 /PRNewswire/ -- GRAMMY® Award-nominated singer, songwriter, actor and producer, Joe Jonas teamed up with Dude With Sign (Seth Phillips) in New York City last night to create their latest social post - only this time they did so completely off their socials.

Stepping away from their online feeds and into the real world, Jonas and Phillips - who have over 35 million followers between them - were joined by Victoria's Secret models Martha Hunt and Graice Carvalho, Yankees pitcher Luke Weaver, socialite Ivy Getty and high-profile influencers including Lil Cherry and Paul Olima at the 'Off Socials' event at Bleecker Street Bar.

In an ironic slant on the digital sphere they dominate, Jonas and Phillips posed in windows decked out to look like Instagram reels to highlight a simple message: the best way to disconnect from the sometimes overwhelming world of social media is to connect in real life.

The event celebrated the launch of a new Heineken campaign - #SocialOffSocials - following the revelation that half of adults globally (52%) are overwhelmed by the pressure to keep up with social media. In fact, 62% (and 75% of Gen Z) say despite being able to connect with anyone instantly via their phone, they can feel lonely.

In the spirit of going offline, Joe Jonas debuted his new track 'Heart by Heart' at the event - using the world's oldest social network, the bar - ahead of releasing it on digital channels. He also filmed part of the new music video at the event in front of the offline crowd to showcase the power of real-life moments over digital ones.

Heineken has joined forces with Jonas and the creators in its latest advertising campaign - launching next week - dramatizing how they would react to empty social media feeds if more people were out having a good time IRL.

Speaking at the event, Joe Jonas said: "It's so easy to fall into the habit of doomscrolling on your phone - I've definitely been there. We live in a world where everyone's glued to their social media feeds, so I'm excited to be part of this Heineken campaign encouraging people to put their phones down and connect in real life. I chose to debut my new song offline and in-person because it felt like the perfect time to return to what music is really about: connecting with people. The crowd was so real, so present, and completely locked into the music - that is something you can't experience by watching on social media."

By teaming up with figures like Jonas and Dude with Sign whose lives are deeply embedded in online culture, Heineken - which has always championed quality socializing - playfully conveys that stepping away from social media makes for a more rewarding social life.

Studying the screen time of 17,000 adults worldwide*, Heineken uncovered that the average person now spends approximately 5 hours and 48 minutes per day looking at their device. That equates to a massive 127,020 minutes a year - a full 88 days.

The global report into scrolling and socializing habits found that three in five people (59%) across all age-groups say that the amount of time they spend on their phone has increased in the past year. Additional analysis by global research company Statista found that time spent socializing IRL has decreased by 35% over the past 24 years, whereas since the introduction of mobile based social media platforms such as Instagram (2010) and Snapchat (2011), the time we've spent scrolling has more than doubled (+54%)**.

Now, nearly half of all adults (47%) would describe themselves as 'always online' according to the Heineken report and that the stream of notifications they receive is "constant" (60%). As a result, half (51%) agree that their social battery can feel drained by the amount of time they spend speaking to people online - rising to almost two-thirds (62%) among Gen Z.

However, an overwhelming 79% agreed that when they are out socializing they look at their phone less, proving that disconnecting from social media is easier when you are engaging in a more refreshing social life. Two thirds (64%) of people said they wish they could go back to a time when people socialized without smartphones.

Nabil Nasser, Global Head of Heineken, said: "At Heineken, we've always believed that the best connections are created in real life. I'm a big fan and participant on social media, but it's also important to take a break and experience things IRL too. This campaign is a gentle reminder that stepping away from our screens can lead to more refreshing and meaningful social experiences, and help us feel less overwhelmed by the constant notifications on our phones. Working with creators - who are by their nature always online - to highlight the solution may seem ironic, but they too realize it's about balance and were as eager as us to encourage IRL socializing. So many people feel overwhelmed by the pressure of constant online engagement, so we want to show how easy it can be to take a break from social media."

When you get social, you get off your socials. To find out more visit: https://youtu.be/99GzxjjyRs8 

To download imagery of the event visit: https://dam.gettyimages.com/selects/heineken-brand-activation-with-joe-jonas

Research:

*Heineken commissioned survey of 17,000 adults of legal drinking age across the USA, UK, Spain, Vietnam, South Africa, Brazil, Germany, India and the UAE. Research conducted by OnePoll, March 2025. Research can be broken down by country and further demographics on request

**Worldwide Mobile Phone Usage and Socialization Data, modelled by Statista, March 2025

About Heineken®

HEINEKEN® is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. HEINEKEN® has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN® has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)

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SOURCE Heineken

FAQ

What is the main goal of Heineken's #SocialOffSocials campaign in 2025?

The campaign aims to encourage people to disconnect from social media and prioritize real-life connections, addressing research showing 52% of adults feel overwhelmed by social media pressure.

How much time do people spend on their devices according to Heineken's 2025 study?

According to the study of 17,000 adults, people spend approximately 5 hours and 48 minutes daily on their devices, totaling 88 days per year.

What role does Joe Jonas play in Heineken's 2025 Off Socials campaign?

Joe Jonas partnered with Heineken to debut his new song 'Heart by Heart' exclusively offline at the event and participated in creating content with Dude With Sign to promote real-life connections.

How has social media affected in-person socializing according to Heineken's research?

Research shows in-person socializing has decreased by 35% over 24 years, while time spent scrolling has more than doubled (54%) since the introduction of Instagram and Snapchat.

What percentage of people use their phones less while socializing in person?

79% of respondents agreed they look at their phones less when socializing in person, showing that real-life interactions help reduce digital device usage.
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