What is « Digital detox »?

The digital is: New methods of works, new ways of organizing your life, sharing information… We now can consider digital as a culture rather than a technic

The digital is primarily a shared culture, memes, a way of seeing the world, to think yesterday (the Minitel generation, Bi- bop), the today (social networks ) and tomorrow ( a future where everything has to be invented ) .

This led brand to call our digital nostalgia. We had to disconnect to share more in real life.

When the use of digital pushes to disconnect and return in the “real wold”, it replaces the product in the center of  attention.  Calling to disconnect will generate connected echoes. To illustrate this notion we are going to talk the initiative of a Brazilian restaurant

 A Brazilian restaurant invites its consumers to disconnect

The concept

Venga a Brazilian restaurant, that advocates a return to the fundamentals of communication in face to face, had the idea to offer a Wi-Fi network that would encourage "human connection. "When the user tries to connect to Wi-Fi network, a message appears advising him to socialize in real life with his partner rather than being connected in the virtual life. This system has reduced the number of shares on social networks and improves human relations in moments of conviviality.

Originality  

The originality of the concept is based on the fact that the restaurant gives a time of relaxation and conviviality. It does not invite to share on social networks, but invites to the revival of human socialization. He does not neglect the networks provided but instead it places usability and human interaction above.

Moreover, even if the campaign is not based on digital, it uses this culture to make some noise around the restaurant.

Digital Detox: Ready to unplug?

To understand better what is digital detox, here is a definition coming from the oxford dictionary: "A period of time during which a person refrains from using electronic devices such as Smartphones or computers, regarded as an opportunity to reduce stress or focus on social interaction in the physical world”

The total break is a reaction, at least, proportional to the extent of digitization we experienced in recent years. Not be too extreme it can be consider as a transition to a more rational and measured use of technology.

The results: Digital echoes 

- 347 check in

- 1540 likes

- 17 posts

- 752 tweets

    Key points to remember

- Brands take over digital culture 

- The notion of digital detox

references : 

http://leblog.wcie.fr/2013/05/17/un-restaurant-bresilien-invite-ses-consommateurs-a-se-deconnecter-dinternet/

http://www.oxforddictionaries.com/definition/english/digital-detox