HMD really wants us to have more fun. Earlier this year, it announced a partnership with Mattel for its upcoming Barbie flip phone. Now, it’s teaming up with Heineken and creative agency Bodega to launch another product designed to tap into nostalgia: the Boring Phone. There are more details on Heineken’s website (you need to be 21 or older to view it), but basically it’s a translucent flip phone with no apps and just a nice retro vibe that helps you connect with friends Contact via cold cell phone.
The Boring Phone is apparently real – I know, I’m skeptical too – but it’s only available through giveaways and won’t go on sale. This is a limited edition, and the Heineken website says 5,000 will be produced. There’s a 2.8-inch QVGA display on the inside and a 1.77-inch display on the outside, a 0.3-megapixel camera and a 3.5mm headphone jack. It supports calling and texting over 2G, 3G, and 4G, but good luck finding a working 3G network anywhere in the United States.
Specs aren’t the point, though. The Boring Phone is a marketing gimmick and, let’s be honest, a pretty funny one. If you need directions, Heineken’s promotional website suggests you just text a friend for directions.you can still play snake Hat tip to HMD for its Nokia license. Translucent technology is in the news again. Call it a comeback.
The Boring Phone will be available in the UK via social media giveaways, with other markets to follow later this year. If you don’t win, you’ll be able to download an app that “makes your smartphone boring” starting in June. Sign up on the Heineken website to stay up to date with the latest Boring Phone news.