Dutch beer company Grolsch has launched “Walk the Line”, an iPhone application aimed at promoting responsible drinking. The app uses the iPhone’s accelerometer to demonstrate if the person holding the phone can walk in a straight line.
The Walk the Line app was launched at the North Sea Jazz Festival, 10-12 July, 2009, Rotterdam in the Netherlands. A high score offered punters a free festival photograph at the Grolsch swing-top bar, while a low score invited 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. Grolsch is backing the launch with a field marketing campaign at other major music festivals in the Netherlands across the summer with promo staff encouraging festival goers to download and play with the app. The Walk the Line app is being developed as a generic version available internationally on the iPhone app store.
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