The new app, developed by Next Digital Creative Agency (Next-DC) and only available in Bulgaria, challenges users to not use their phone for eight hours, and if they succeed they get a free beer. At first I thought it would be a simple task, but then I remembered how naked I feel without my phone. Checking email, looking at Twitter mentions, Facebook chatting are all instinctual gestures when the notifications pop up. But when times are rough and a challenge seems like fun, it would be great to do something for get a free beer.
A screenshot from their iTunes app page. Seems like it could be a little confusing to work.
My concern is if the challenge will get interrupted if you receive a phone call. Amstel has also done other unplugging scenarios for their campaign such as waiting in front of a vending machine for three minutes to get a free beer and locking up patrons of bars' cellphones while they're at the bar.
Read more about Amstel's app and campaign at fastcompany.com. They have some great quotes from Next-DC.