Short of integrating a breathalyzer into the body of the iPhone, Dutch brewing company Grolsch might have figured out the next best thing with their new “Walk the Line” app. Utilizing the iPhone’s motion-sensing accelerometer, the application tracks a user’s ability (or lack thereof) to refrain from weaving when attempting to walk a straight line. A final score indicates whether you’re inebriated or not.
As Ad Age reports:
The “Walk the Line” app was launched at the North Sea Jazz Festival in the Netherlands. Users who got a high score were offered the chance to get a free festival photograph taken at the Grolsch bar, but those with a low score were invited to join the Grolsch team for a drink of water.
Of course this app is no way meant to serve as true gauge of one’s sobriety, but it is a fun interface and does represent a creative marriage of the iPhone technology with a brand’s values. And while “Drink our beer, but be responsible while doing it,” might send a bit of a mixed message, it’s a necessary one and only points to the crux faced by the alcohol industry as a whole. That this app doesn’t shy away from that fact, perhaps serves as an even more powerful reminder, unless of course you’ve had a few too many.
The app, developed by Marvellous, Amsterdam, is shown in the video below: