At Nothing, the world's newest smartphone brand, its exclusive #100 Drops event in Dubai on Wednesday was 'all or nothing' for super fans residing in the United Arab Emirates. Nothing, which is renowned for using unconventional approaches, threw a special pre-launch party for the smartphone's ardent supporters on February 6. Before the device's official release on March 8, about 100 fortunate consumers could get the newest model. Brand representatives claim that the phone sold out in a record-breaking 22 minutes.
Nothing surpassed its previous record in Dubai, as 100 Phone (2) smartphones were sold out in only 25 minutes the previous year.
To obtain Phone (2a), hundreds of people assembled outside SharafDG in Dubai's Deira City Centre. A few enthusiasts showed there over six hours ahead of schedule and stood in queue patiently until the formal launch ceremony, which started at 6 p.m. The enthusiasm among fans was evident as they waited for many hours to eventually be able to purchase 100 units of the phone. After an in-store social media competition, three fortunate consumers even took home a phone.
