Drunk driving has always been a bad idea. Bacardi wanted to make its patrons aware and responsible while enjoying a night out, without sounding preachy.
We teamed up with Bacardi and gave an age old sobriety test a fun new digital twist.
We created Bacardi Walk the Line. After a night of laughter and revelry at Lemp Brew-Pub, Gurgaon, patrons were asked to prove whether they were sober enough to drive or needed a chauffeur.
All they had to do was walk for a certain distance on an elevated strip towards a screen that beckoned them forward. Lasers on either side of the strip detected if the users lost their balance and advised them to take a cab home.
For this project, I was involved in quite a bit of copy work for the event’s promotion and tone of communication. It was my first experience doing work at the forefront of experiential marketing. Of course, the greatest bit of fun was being at the activation itself. Yep, good times…
The activity was an instant hit. 80% of the patrons at the club walked the line. 85 chauffeurs were provided. Bacardi received lots of coverage and P.R through earned media worth millions of rupees.
Here’s the Walk the Line Case Study by Webchutney