Heineken® has introduced a WhatsApp bot in Brazil that rewards users for swapping long voice notes with in-person conversations. If a voice note over three minutes is forwarded to the bot, users get a voucher for a free beer and a recommendation for a nearby bar.
The pilot responds to a global rise in voice note usage, with 9.4 billion sent daily—many of them criticized for replacing genuine social interactions. Heineken hopes the initiative will inspire more face-to-face moments and curb the trend of drawn-out digital monologues.
So…:
What insights about social interaction can you use to create campaigns?
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