Keen professionals have forgotten the true purpose of free time. They don’t have to share their free time on social media, they have to live it themselves. That’s why Amstel introduced the very first wardrobes for mobile phones. People could lock their phones in a safe and get a free beer in return. This allowed them to enjoy their free time with a beer without being distracted by their mobile phone. A smart sampling action which actually makes real sense and connects with the target audience.