Mobile Apps Walk the Line

So last week I talked about Vine and Bacardi. This week I would like to continue the conversation about how companies can use emerging media to enhance and keep the discussion going about their brands.

Let’s talk about mobile applications.

Why do users download and use mobile apps? While there are a whole host of reasons, clear assumptions would be for convenience, usability, and entertainment.

The use of smartphones and mobile apps is growing. Today there are more mobile phones than PC’s, and 64% of mobile phone time is spent on apps.

Did you know: On average people check their mobile phones over 150 times a day – that’s once every 6 minutes!

And did you know: 79% of smartphone users use their phones to make purchasing decisions and over 50% of those users make some sort of purchase with-in 1 hour compared to 1 month on a desktop?

Those are pretty significant numbers.

So back to Bicardi. The company has literally put a drinking and driving sobriety test in the hands of consumers. Based on a promotion first introduced in India, Bacardi is trying to spread the message – party hard but party responsibly through a digital app. Initially the company created a digital sobriety test called “Walk the Line.”

“The installation is placed at bars and clubs across the cities. After a night of partying the system is finally revealed to the crowd and each patron is made to stand on a yellow line after which the screen asks them to walk forward by placing one foot in front of the other in a straight line until they reaches the other side,“ explains Webchutney. 

Now Bicardi has successfully turned this idea into a mobile app. A responsible drinking initiative by Bacardi India, Walk The Line is a fun mobile application that quite literally puts a sobriety test in the palm of your hand. The next time you feel like drinking and driving, don’t get pulled over. Walk the Line to find the answer to Sober or Chauffeur?

Bicardi’s “Walk the Line” mobile app:

Bicardi’s “Walk the Line” mobile app video:

Bacardi has found a way to successfully implement a creative promotion and transform it into a mobile application that will keep consumers’ conversations about the brand going in many markets. They are walking the line to emerging media and mobile app success.


2 thoughts on “Mobile Apps Walk the Line

  1. This is amazing. I can see this being used as more of a game and I can see people relying on this to make up their minds about whether or not they should drive. Are there any reported incidents about people driving while intoxicated and blaming this on the app? I think the future of this app is going to be when it is able to be installed in cars and people must pass a sobriety test before starting their car (and not just for people who have gotten DUIs). I think we’re getting closer to this since there are now Pandora apps and iHeart apps on the radio of luxury cars nowadays.

  2. Nicole – you make some great points. I agree that app does appear as a game and that may be why engagement has been so high. I was unable to find any information about the app being blamed for driving under the influence. Wouldn’t it be something if in the future vehicles required drivers to pass a breathalyzer before the vehicle would turn on? Might be a drastic measure but I would be willing to bet it would help saves lives. Should be interesting to see how apps like “Walk the Line” affect technology in the future.

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