MARVELLOUS WALKS THE LINE WITH GROLSCH

Marvellous has created a new iPhone app for Grolsch aimed at promoting responsible drinking.

Core Facts

The app uses the iPhones accelerometer to demonstrate if the person holding the phone can walk in a straight line.
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.

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Quotes

"The idea of enjoying alcohol responsibly is a tough message to get across credibly. Our thinking was to tap into the social aspect of it. It also gives Grolsch a presence in the iPhone space that it can build on in the future".

Jon Carney, CEO of Marvellous