What is Heiineken, a 160-year-old Dutch company, like the first friend of the tech Francisco-based StartUp? Both have jumped into a heated debate over the friendliness of AI – using tongue-in-cheek advertising plastered across New York City to make their point.
In August, a friend launched a campaign of less than $ 1 million promoting its AI necklace wearing an AI necklace as a “faithful friend. The backlash was fast and furious. New Yorkers responded with graffiti accusing them of having an organization that ‘benefits loneliness’ and promoting visual capitalism.”
As it turns out, Heineken had something to say about the campaign, too. “The best way to make a friend is over beer,” reads a new ad from the brewer that features a $129 plastic beer open necklace.
The beer maker responded within days of seeing the friend’s posters, said Guilherme de Marshi Retz, Marketing Vice President of Heineken USA. “As the conversation surrounding the friendship of AI took off, we saw an opportunity to get involved by playing with the title,” he told the viewer via email.
Heineken’s ad, now displayed in New York City’s Bryant Park, received “a very large response” response “according to De Marshi Rentz, who added that the rates of social media engagement” are above the average for similar topical activities. “
Avimmann, the 22-year-old founder and CEO of a friend, seemed more trampled than trusted. “It seems like it’s nice to see a woman’s legacy with a start, not to mention the food she’s wearing,” he told the viewer. “I’ve never seen that before.”
Heineken itself is not really anti-ai in fact, the company has neatly integrated in recent years in an effort to increase the flow of internal work, which comes from the prediction of sales items.
Where the line is drawn, however, is where technology begins to overwhelm human interaction. Heineken’s latest campaign has gone down with its broad drive to promote the real world’s interdependence with digital – a goal it has explored since the launch of its “social off social” initiative earlier this year. That effort was backed up by research showing that 52 percent of adults feel overwhelmed by the pressure to keep up with social media.
To further that message, Heineken released playful technology tests, including a prototype phone case that flips the device upside down when someone says “Cheers.” Last year, it also teamed up with the Streetwear Brand Bodega to release a minimalist smartphone focused only on essential functions such as apps, no camera.
“Research shows that people are able to empathize less than they did a decade ago, and younger generations feel socially excluded from digital engagement,” said De Marki Retz. “This moment allowed us to bring the message to a new, relevant life and strengthen Heineken’s mission to make social life more questionable, online and closed.”
