How bad is ‘digital distraction’ in your home? Is an obsessive amount of screen time getting in the way of your most important relationships?
The data points to a real problem for millions of people who freely admit to spending five to six hours on their phones every day. According to Pew, 62% of 30- to 49-year-olds and 52% of 18-to 29-year-olds who are in a romantic relationship say their partner is at least sometimes distracted by their phone when they’re trying to talk to them. This issue is not confined to younger age groups: 41% of partnered Americans ages 50 and older say they have encountered this issue in their relationship.
You know digital distraction is a problem for people when the world’s number one coffee liqueur brand comes up with a promotion to give couples the chance to disconnect, then reconnect and liven up their nightly routines. The #KahluaStirItUpChallenge will require the winning couple to go Internet-free for 30-nights. To make it easier to do, Kahlúa will provide cocktails, games, and more to replace screen time with together time.
The winning couple will receive a ‘Kahlúa Kit’ on wheels, packed 30-nights of activities to help stir up their routines from perfecting the Kahlúa Espresso Martini to facing off in a cooking challenge to trying their hand at feng shui.
Every night, the couple will be asked to power down their screens and electronics from 6:30 PM – 6:30 AM local time. All for the chance to win $25,000. “In an always-on world, it’s important we carve out time to be present and have a little fun,” said Sona Bajaria, Vice President of Marketing, Kahlúa at Pernod Ricard USA.
When the challenge ends on February 15, Kahlúa will send a polygraph examiner over to the couple’s home to ask a series of questions to confirm participation and receive the $25,000 cash prize.