Marvellous, in collaboration with de-construct has created a new iPhone app for Grolsch aimed at promoting responsible drinking.
The app uses the iPhones accelerometer to demonstrate if the person holding the phone can walk in a straight line. The tongue-in-cheek approach was devised by Marvellous Amsterdam office for the Dutch brewing giant.
Dubbed Walk The Line, the app launched at the North Sea Jazz Festival in the Netherlands. The app rates the user on their ability to walk in a straight line. A high score offers them a free festival photograph at the Grolsch swing-top bar, whereas a low score invites them to the bar for a glass of water.
While not an actual alcohol test, the app aims to encourage festival go-ers to think about their alcohol consumption in a fun, innovative way, as well as share the app with their friends.
Grolsch is backing the launch with a field marketing campaign at other major music festivals in the Netherlands across the summer with promo staff encouraging festival go-ers to download and play with the app.
Marvellous has also been commissioned by Grolsch to create a generic version of the app. This will be available from the international iPhone app store from Monday 20th July.
No comments:
Post a Comment