menu

iPhone App Tests Sobriety By Asking Users to “Walk the Line”

iPhone App Tests Sobriety By Asking Users to “Walk the Line”
Advertising

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.

Scott Lachut, PSFK Labs
  • 24 july 2009

Image Credit: Getty Images, only because mushroom asked me to Photography/Flickr

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:

[via Coudal]

psfk_getty_flickr

+advertising
+app
+Apple
+Beer
+Culture
+Electronics & Gadgets
+Entertainment
+Europe
+iphone
+technology
+Youth

More in Entertainment

Entertainment

Spotify Now Lets Musicians Get Real-Time Data From Fans

Spotify for Artists leverages real-time data with demographic information to help musicians understand their audience

16 October 2017
Entertainment

How Blockchain Is Changing Concert Ticket Sales

Aventus allows more fans to purchase tickets securely for events they want to attend, without huge price increases

12 October 2017

The Latest

Event

To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017
Video

A talk from Scott Bedbury at PSFK 2017 stresses the importance of transparency in a country that has fallen prey to “alternative facts”

September 27, 2017
No search results found.