Malaysians Disconnected From Social Media To Reconnect IRL For 858 Days With Heineken®

Through its bold and innovative “Celebrate Boring” campaign, Heineken® welcomed patrons to step away from their screens, reclaiming an impressive 1,236,047.76 minutes—the equivalent of 858 days—of uninterrupted IRL time. This powerful initiative served as a reminder that Celebrations Are Best When Your Phones Take a Rest.

The campaign redefined digital habits during festive celebrations, kicking off the year-end season with the Heineken® 404 Boring Meme Challenge to inspire connection and joy. Through the Heineken® 404 Boring Meme, the campaign reminded everyone to focus on reunion dinners, festive gatherings, and cherish moments with family and friends during Christmas, New Year and Lunar New Year—creating lasting memories and bonding over their favourite Heineken®.

Fans were encouraged to “go dark” on social media by sharing the meme and tagging @HeinekenMY. Even iconic personalities such as Jane Chuck and Mark O’Dea embraced the challenge, leading by example as they temporarily logged off and inspired their followers to do the same. Participants were rewarded with exclusive invites to Heineken®’s Boring Social Parties, which celebrated the joy of disconnecting to reconnect. The message was simple yet profound: when the phones go offline, real connections come alive.

The campaign expanded further during the festive season, beginning with the Heineken® Boring Brunch on Boxing Day, hosted with a unique flair by Saturday Selects. Guests were prompted to leave their phones at the door and without any distractions, they were immersed in moments of genuine connection over exciting activities—all perfectly paired with a crisp, expertly chilled Heineken®.

As the year came to a close, the Heineken® Boring Year-End Social on 29 December took the celebrations to another level. Amid an energetic scene curated by Motherchuckers, the event offered immersive experiences, feel-good music, and great company—with attendees enjoying a phone-free environment. It was a fitting end to the year, as digital distractions faded away, making room for moments that truly mattered—captured in timeless fashion with film cameras, embracing a touch of old-school charm.

Across pubs and bars nationwide, patrons embraced Heineken®’s message to Disconnect to Reconnect putting their devices aside to enjoy meaningful interactions over a refreshing Heineken®.

The impact extended far beyond the events as more people rediscovered the simple yet refreshing joy of being fully present with friends and loved ones. By locking their phones in the designated Heineken® Phone Lockers, consumers embraced uninterrupted moments of connection—and Heineken® rewarded their commitment to IRL (in real life) interactions with an ice-cold, refreshing beer.