Beer Turnstile lets partygoers travel home free on Metro

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.

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%.

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%.

BRAND UTILITY

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.

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Beverage: Glen Rossie Rossi, Fucking Hell Beer, Coca Colla

“Glen Rossie has a tremendous whisky heritage and as we approach its 200th anniversary in 2014 we want to turn it into a global brand,” said David Birchall, chief executive of The Brand Cellar. Rossi signed up to become the face of the brand earlier this year, with Birchall claiming the rock legend can improve Glen Rossie’s success in overseas markets: “As ‘front man’ for the Glen Rossie brand, we believe he can help us reinvigorate sales not just in the UK but, as someone who has sold 118m records worldwide, overseas too.”

German Execs Win Rights to Best Beer Name Ever
An Upper Austrian village called Fucking, is the inspiration for a new beer called Fucking Hell. Yes, the common English term for surprise and/or frustration is now a brand name thanks to a German firm which has been granted permission by the European Union’s Trade Marks and Designs Registration Office to brew beer and produce clothing under the name.

A certain US soft drinks giant may disagree, but Bolivia has come up with a fizzy beverage it says is the real thing: Coca Colla. The drink, made from the coca leaf and named after the indigenous Colla people from Bolivia’s highlands, went on sale this week across the South American country. It is black, sweet and comes in a bottle with a red label – but similarities to Coca-Cola end there. One is a symbol of US-led globalisation and corporate might; the other could be considered a socialist-tinged affront to western imperialism. The first batch of 12,000 bottles, priced about $1.50 (96p) for half a litre, were distributed in the capital, La Paz, as well as Santa Cruz and Cochabamba. The familiar-sounding name and packaging may rile the Atlanta-based soft drinks manufacturer, but Coca Colla could also cause groans in Washington.
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Blue Moon Beer “Artfully Crafting” Billboards

I am always a bit of a sucker for out of home “installations” or “ambient” media (call it what you will). It seems that Blue Moon Beer are playing up their art affiliations and “Artfully Crafted” tagline with this Manhattan billboard, cunningly designed to look like a brick wall adorned with paintings. The frames are real and look to have been stuck on over the bill. I wonder if they picked the odd location (28th/ Broadway next to the subway) to be at street level?

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Let’s not forget that Blue Moon is not only beloved of artists, but also policemen (as served at the recent Beer Summit).

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Alcohol: American Craft Brewers Disappointed By Beer Summit. Blue Moon Gets Boost.

Magic Hat disappointed by “beer summit”
Some American craft brewers seemed to have missed the point somewhat and are angry over the choice of beers sampled in the “beer summit” hosted by President Obama in the White House Rose Garden in Washington DC last week.

beersummit

Obama: Bud Light (American, 4.2% alcohol)
Biden: Bucklers (Netherlands, 0.5% alcohol)
Gates: Sam Adams Light (American, 4.0% alcohol)
Crowley: Blue Moon (Canadian, 3.2% alcohol).
I imagine it was a great booster for Blue Moon in particular ( the only beer this blogger had never heard of). Here is the spike in blog mentions:
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The police officer at the center of a national dispute over race and law enforcement says a much-anticipated meeting at the White House was productive and all parties are looking forward. Cambridge, Mass., police Sgt. James Crowley spoke after meeting with President Barack Obama and Harvard professor Henry Louis Gates Jr., along with Vice President Joe Biden. Crowley described himself and Gates as “two gentlemen who agreed to disagree” about the confrontation that led to Gates’ arrest. He said that the conversation centered on moving forward, not reliving the events of the past two weeks, and that they plan more meetings.
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Packaging: Vintage Beer

Lance Wilson sent Dieline some photos of some awesome vintage beer cans: “I have something I thought you all might find interesting. My friend/classmate Dan Becker and I were able to shoot a portion of an extensive beer can collection (2000+ cans) containing cans from the past 70 years or so. We have a set on flicker of 163 cans which was just recently featured on Design Observer. You can check it out here.”
vintage-beer
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Social Media: Get Them In

Get Them In
It may be better to give than to receive, but for those on the receiving end, there’s no doubt real-world gifts are better than virtual ones. No surprise, then, that we’re seeing the emergence of more and more ways for online friends to give each other offline presents. The latest? GetThemIn, which allows UK Facebook users to send each other real alcoholic beverages.

get-them-in

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