Heineken turns streaming into an invitation to leave home with an exclusive campaign with Uber and Netflix

The “Hijack Socialization” campaign, created by Dentsu, transforms entertainment consumption into an incentive for offline socialization

São Paulo, August 2025 - Have you noticed that when you are truly living, you forget about screens? With this insight and as part of the #SocialOffSocials campaign, Heineken, in partnership with Dentsu, created the “Hijack Socialization” media campaign, which interrupts series marathons to invite the public to experience real moments. The strategy, developed in partnership with Netflix and Uber, offers rides to encourage people to swap the sofa for get-togethers outside the home.

To create this experience, around 75 films and series were selected from the Netflix catalog with scenes that are part of the brand's territory, such as bars, friends getting together, and moments of socializing. The curation was designed to awaken in the audience the desire to experience these moments, contextualized to consumption situations.

In strategic scenes, viewers will be surprised with a message inviting them to pause the content and turn that scene into a real experience. As an incentive, the ad features a QR code that gives access to a R$ 25 Uber voucher. 

In total, 10,000 vouchers will be distributed throughout Brazil, limited to one per CPF, for those over 18 years of age. The campaign launches on August 18 and runs until October or while coupons last.

For Igor de Castro, director of communications and branding for the brand in Brazil, with the “Hijack Socialization” campaign, the brand combines entertainment and mobility to transform inspiration into experience, encouraging people to leave their homes and enjoy life away from their screens. "Heineken believes that good times take on a whole new perspective when experienced live, with friends and real connections. We want to show that life is much more interesting when we are socializing," he says.

"We want to provoke a pause in passive content consumption. Instead of just watching scenes of socializing, the idea is to give people a push to live those moments themselves. The partnership with Netflix and Uber helps us turn entertainment into a turning point, inviting the public to get off the couch and live these experiences in real life," comments Carol Bassi, Dentsu's business director for Heineken.

Social Off Socials Campaign

The media campaign brings Heineken's global “Social Off Socials” campaign to life, prompting reflection on excessive time spent on social media. With the tagline “Sorry, social media. Heineken, the real social network since 1873,” the brand reinforces its position as an encourager of real connections.

#SocialOfFSocials was born out of a study commissioned by Heineken, which revealed a significant increase in screen time for adults, especially focused on social media. Created by LePub Milan and starring Grammy-nominated singer, songwriter, and actor Joe Jonas, alongside Brazilian content creator Camila Coutinho, among other influencers, the film addresses real-life socializing as a simple alternative to balance time spent on social media. The goal of the content is to dramatize how they would react to empty feeds if more people were actually having fun in real life. Watch it here.