Not Sure If You're Too Drunk to Drive? There's an App for That

Grolsch Launches iPhone Game in Netherlands

Posted by Emma Hall on 07.22.09 @ 12:05 PM

Dutch brewing giant Grolsch has launched an iPhone app to help drinkers test out how inebriated they are by challenging their ability to walk in a straight line.

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.

While the app is not actually an alcohol test, Grolsch says it aims to encourage festival-goers to monitor their alcohol consumption in a "fun, innovative way" and share it with their friends.

Grolsch is taking the concept to other major music festivals this summer, with promotions staff encouraging participants to download and play with the app.

Marvellous, Amsterdam, part of Aegis Group's Isobar network, created the app using the iPhone's motion-sensing accelerometer. It is also available in a generic version. But it's not available in the U.S.

10 Comments

By DOMINICK | WASHINGTON, DC July 22, 2009 01:10:06 pm:

superior interactive digital - genius. but i guess we non-iphoners are gonna have to just walk a line balancing a book on our head ---cheers//dom

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By dearadvertising | Toronto, ON July 22, 2009 02:36:39 pm:

Now if there was only an app to call into work sick for me and maybe be pour me a drink

http://dearadvertisin.blogspot.com/

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By lexusl | RAleigh, NC July 22, 2009 06:33:16 pm:

What an odd application? However, the concept is brilliant.

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By djpitzner | Harrisburg, PA July 23, 2009 09:32:52 am:

Wow, cool. I'm just amazed--having worked with corporate legal teams in many more innocuous industries--that this app would not raise a giant red liability flag.

It's a great promotional tool and reminder to not drink and drive, but I am surprised that the "department of marketing prevention" didn't put the cabash on this. Kudos to the Grolsch for having the cohones to let this one fly.

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By miannelli | Charleston, SC July 23, 2009 10:00:43 am:

A thoughtful concept for sure and I do solute Grolsch for being first to market. As a marketer, I always want to challenge the notion that "there are original ideas anymore." Looks like Grolsch validated this notion. We are currently in production for a more robust "Alchohol Awareness" application that takes a smart concept to a more actionable and engaging application. It is indeed a challenging line to navigate, (alcohol and technology) but needs to be navigated. Any tool, whether entertaining or fun, can only help raise awareness and make people think twice before getting behind the wheel. I am hopeful, our application can work together with other branded apps to continue raising awareness and bridging the gap between generations. Best of luck Grolsch and well done.

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By resourcema | Tampa, FL July 23, 2009 12:45:16 pm:

Having worked on many events with major beer and liquor companies here in the states and seen more than my fair share of drunken attendees, I can understand why this app is not available here in the states yet!

This is a great "fun" app so long as someone doesn't think that it is a legal representation of whether they can drive or not.

I know Grolsch is a major manufacturer and you have to give them a really big round of applause for marketing this. It is a great fun app - especially at festivals and events there at - you could have so much marketing fun on the day with it, plus with a simple wifi connection on site the could give the app away all day long.

Very intuitive and smart.

Hats off, or maybe we should tops off to Grolsch.

Steve Brown - event planner
Http://www.resourcema.com
http://www.resourcegroup.org

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By BRITTANY | SEATTLE, WA July 23, 2009 12:50:34 pm:

Very cool demonstration of marketing as a service to your consumers. It integrates the brand without it being promotional. Awesome.

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By mjp2050 | WILTON, CT July 23, 2009 01:01:42 pm:

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By epromos | NY, NY July 23, 2009 04:07:08 pm:

I agree, this is a great way to make the brand present in the app market without being a blatant promotion; Grolsch did an awesome job. I guess if this app ever came to the US there would be a ton of disclaimers about it not being an indicator of sobriety.

http://www.guerrillapromos.com

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By ChrisArnold | London July 24, 2009 04:13:33 am:

This is brilliant and very app as most iPhone users are men. The game also encourages people to play together. This symbolises the modern way of thinking in advertising. Instead of trying to solve all problems with a TV ad or poster new thinkers are using interactive technology (the 4th element). We're currently working on a brief to reduce student drinking in the UK and it's a very challenging brief. Chris Arnold, Creative Orchestra, London.

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