Remember when you would go to a pub and see a bowl of nuts or chips alongside a pint of beer? Well today, the chips and nuts have been replaced by mobile phones. Go to any pub or bar and over half the customers will be texting, tweeting or calling their friends. Welcome to going out drinking in the digital and social media age
Based on these insights, Beck’s Serbia and Leo Burnett Belgrade decided to enhance their “When I drink, I don’t drive” campaign with a Sobriety Test Mobile app that communicates to their target audience at the point of consumption.
For example, when drunk, most people can’t perform even the simplest tasks such as fitting a key into a keyhole. So in order to test ones driving ability, the app challenges the user to keep a key in a moving keyhole (that appears on their smartphones) for 25 seconds. If they fail to do so, the app automatically dials a cab company in their area. Obviously, the application features a GPS service, so the taxi will know exactly where to find you.
Talk about engaging your customers at point of purchase. Cheers to Beck’s and Leo Burnett for this fresh, innovative idea and technology that can actually save lives. Well done.
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