Dive Transient:
- Heineken continues its battle towards digital overload with its newest innovation, The Flipper, an AI-powered phone-case prototype that mechanically flips a consumer’s telephone face down when the phrase “cheers” is uttered, per data shared with Advertising Dive.
- The gadget is meant to maintain individuals from being distracted by alerts on their telephone whereas they’re socializing. It’s demonstrated in a brand new 30-second video on YouTube and the dialog is prolonged on-line through the hashtag #SocialOffSocials.
- Heineken beforehand launched the Boring Telephone, which got here devoid of the options that make fashionable smartphones so distracting. It was later adopted by a Boring Mode app that turned any smartphone right into a Boring Telephone. The model additionally created a phone-adjacent bottle opener that mechanically shut down work apps.
Dive Perception:
Heineken’s campaign towards the dominance of the smartphone’s outsized position in our lives continues with its newest advertising stunt. The Flipper was created in partnership with Swedish inventor, robotics fanatic {and professional} YouTuber Simone Giertz to focus on the difficulty of “Phlubbing,” which is when persons are so distracted by social media that they snub these they’re truly with in actual life. In accordance with a research from the Nationwide Library of Medication cited in press particulars, 47% of adults admit to being “phlubbers.”
In a video demonstrating the telephone case’s capabilities, a telephone sits on a bar counter as two Heinekens are set down on coasters. Because the alerts pile up, the bottles are proven clinking within the background, and persons are heard saying “cheers.” At that second, the telephone flips over because of an arm on the again of the telephone case, making the alerts unviewable. The video concludes with the model’s emblem and the hashtag #SocialOffSocials, which addresses how some customers are centered on taking a break from social media to allow them to be extra social in actual life.
“Bars are among the finest locations to socialize and make new connections, and we thought The Flipper is a enjoyable approach to encourage individuals to flip off their socials and show why being current with these round you is so vital,” mentioned Nabil Nasser, international head of Heineken, in a launch.
On the similar time that Heineken is encouraging customers to get off of their telephones whereas they’re with their mates, a separate marketing campaign in Italy and Brazil is encouraging them to make use of their smartphones to search out new locations to fulfill up. The brand new marketing campaign, developed by company Le Pub, highlights options acquainted to those that’ve used on-line matchmaking — particularly swiping — to find new bars.
By way of a brand new Bar Courting app, customers can view venue profiles to search out matches that match their personalities, reminiscent of laid-back vibes, humor, dwell music or conversation-friendly. Heineken labored with the bars to provide their profiles the proper glow as much as get their profiles prepared for the “scene.”
The “Bar Courting” marketing campaign is backed by analysis displaying 67% of Gen Z and millennials head again to the identical bar over and over when socializing with mates, even after they have a need to find new locations, have new experiences and meet new individuals.
