HMD really wants us to have more fun. Earlier this year, she announced a partnership with Mattel on an upcoming Barbie flip phone. Now it’s teaming up with Heineken and creative firm Bodega on another effort designed to tap into nostalgia: The Boring Phone. There is more details on the Heineken website — you’ll need to be at least 21 to watch — but basically it’s a transparent flip phone with no apps, just good retro vibes for keeping in touch with your friends on a cool phone.
The Boring Phone is probably real – I know, I was skeptical too – but it will only be available through giveaways and not for sale. It’s a limited edition and Heineken’s website says 5,000 will be made. There is a 2.8-inch QVGA display on the inside, 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 US.
The specs are beside the point, though; Boring Phone is a marketing effort, and to be honest, it’s pretty fun. If you need navigation, Heineken’s promotional website suggests you simply text your friends for directions. You can play too snake With a nod to HMD’s Nokia license. And once again transparent technology is in the news. Call it a comeback.
The Boring Phone will follow via social media giveaways in the UK and other markets later in the year. If you don’t win, you’ll be able to download the smartphone boring app from June. Register on the Heineken website Boring Phone to stay on top of everything.