Heineken is attempting something that other beer brands would never dare: helping you ignore your phone in a world where the sound of clinking glasses competes with dopamine spikes from phone notifications.
And they’re going all Mad Scientist Meets Marketing instead of just creating another feel-good commercial. Introducing the Flipper, an AI-powered phone case that, when someone says “cheers,” automatically turns your phone face down. It isn’t a science fiction prop.
Heineken’s most recent invention is a genuine product created in collaboration with Swedish inventor and YouTube engineering prodigy Simone Giertz, and it completely upends conventional marketing.
Address phubbing, the practice of ignoring people in person because you’re too preoccupied with your phone, is the mission of this new release.
According to a National Library of Medicine study, about 47 percent of adults acknowledge that they are phubbots. So many people are putting social media above their social lives. But the goal of Heineken’s campaign, which is supported by the hashtag #SocialOffSocials, is to provide a concrete solution that you can observe in action rather than merely bring attention to the issue.
Imagine that your phone is exploding with business emails and unread direct messages while you and your buddies are at a pub. But as soon as your Heineken touches the table, your phone turns over by itself and the word “cheers” echoes. Let the magic begin. All of a sudden, everyone’s attention is returned to the screen and focused on genuine dialogue, laughing, and that sense of community that we have all been lacking. This is 4D marketing. It feels tactile, experiential, and creative. Above all, it indicates that Heineken is expanding its product line beyond lager. You can’t scroll past the genuine connections they’re advertising.
Heineken’s Bar Dating App seeks to facilitate the meeting of new people, whilst The Flipper seeks to keep you in touch with those in your immediate vicinity. Consider Tinder for places to hang out. The software, which is available in Brazil and Italy, allows users to browse well-chosen pub profiles that are suited to their preferences, whether they are live music, quiet conversations or simply a good laugh.
Supported by statistics indicating that 67% of Gen Z and millennials frequently visit the same pubs despite their desire for something different, this app is a cheeky reminder to venture outside of your typical hangout, BrandSpur digital news platform reports.
Heineken’s developing reputation as a purpose-driven lifestyle brand is exemplified by the Flipper and the Bar Dating app. A bottle opener that turns off work apps and the minimalist Boring Phone and Boring Mode app are examples of Heineken’s previous ads that centre on the idea that people should be here right now. It’s the kind of marketing that exists outside of the feed and is daring and innovative.
BrandSpur news brand reports that Heineken has produced a product, a movement, and an unforgettable brand narrative with the Flipper.
