- out " ▁experiences ▁or ▁de als ▁( e . g ., ▁AT & T ' s ▁" Don ' t ▁be ▁left ▁behind " ▁campaign , ▁Dur ac ell ' s ▁Pow erm at ▁" St ay ▁in ▁charge " ▁campaign , ▁He ine ken ' s ▁" S un r ise " ▁campaign ). ▁He ine ken ' s ▁" S un r ise " ▁campaign , ▁in ▁particular , ▁aim ed ▁to ▁encou rage ▁responsible ▁drink ing ▁by ▁port ray ing ▁excess ive ▁drink ing ▁as ▁a ▁way ▁to ▁miss ▁out ▁on ▁the ▁best ▁parts ▁of ▁a ▁party , ▁es ch ew ing ▁the ▁more ▁common ▁warning ▁that ▁such ▁drink ing ▁is ▁a ▁risk ▁to ▁personal ▁health . ▁However , ▁there ▁is ▁also ▁a ▁t endency ▁for ▁br ands ▁to ▁counter ▁F OM O ▁in ▁their ▁advert is ements ▁and ▁campaign s , ▁such ▁as ▁N es ca f é ' s ▁" W ake ▁up ▁to ▁life " ▁campaign . ▁One ▁very ▁common ▁F OM O ▁market ing ▁technique ▁is ▁to ▁include ▁a ▁count down ▁timer ▁as ▁a ▁way ▁to ▁explicitly ▁show ▁customers ▁how ▁long ▁they ▁have ▁until ▁they ▁miss ▁out ▁on ▁the ▁sale . ▁ ▁Har ness ing ▁TV ▁view ers ' ▁F OM O ▁is ▁also ▁perce ived ▁to ▁fost er ▁higher ▁broadcast ▁ratings . ▁Real - time ▁updates ▁about ▁one ' s ▁status ▁and ▁major ▁social ▁events ▁allow ▁a ▁more ▁engaged ▁media ▁consumption ▁experience ▁and ▁faster ▁information ▁dis sem ination . ▁Real - time ▁twe ets