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.
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.