Weekend fun: Drinking this weekend? Try, Bacardi's 'Walk the Line' app

Bacardi has launched an initiative to prevent people from drinking and driving. The brand has launched an app called ‘Bacardi Walk The Line’ (WTL), and has also gone on ground to bars and clubs to prevent people from drinking and driving. The application has been created by Webchutney.

Gurbaksh Singh, creative director, Webchutney, said, ‘We were inspired by our love for Hollywood blockbusters. Some of the technology used in the movies is truly thought provoking. Our tech inspiration for this project came from laser security systems in Oceans Twelve. We modified that same idea for Walk the Line i.e. using lasers to see if a patron at a bar can walk on a straight line. At the end of the day, the simplicity of the technology was its greatest asset, because it brought a complex idea to life in an easy and enjoyable way’. The activation which is already doing the rounds at various pubs and lounges across Delhi also has a mobile application available on App Stores platforms.”

Singh added,  “What sets Walk the line apart from other CSR activities is that we have created something that not only sends out an important message to the youth today, but is fun, relevant and creates real-time human responses. Experiential advertising is the wave of the future. People love to experience something new and different. The trick is to bridge the gap between the physical and virtual ecosystems by generating an enhanced on-ground user experience with digital technology.”