Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.
To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.
All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.
This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.
The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.
Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.
EVOLUTION OF SOCIAL
With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are increasingly starting to blend into one.