Anyone who knows me, knows I do not “do nothing” very well. There is always something (or things!) that must get done at any given moment. But, as has been pointed out by more than one caring family member, maybe I need to do nothing sometimes. Maybe it’s more important than I know.
Seems Amstel beer has the same opinion. Check out their “Pause” Street Marketing Campaign!” DO NOTHING for 3 minutes and you get rewarded with a cold beer! And they mean NOTHING. Reach for your phone? DING! You’re out. Talk to a friend? DING. You blew it. They are putting their money (and beer!) where their mouths are and saying, “Hey, chill a minute. You need to clear your mind from your work day and relax.” And they want to be your companion of choice for that moment.
A GWH W.T.F. (Winner, Toss-Up of Flop) Award WINNER for sure to me!! Brilliant interplay of brand promise, requested action and desired reward. Perfect storm!
Now I ask myself… could I have done it?