Brewery Lets Party-Goers Pay for The Subway With Empty Beer Cans

To encourage people to leave their cars and use public transportation after partying and drinking at the Rio de Janeiro Carnival, official carnival sponsor Antarctica Beer, developed the Beer Turnstile that allowed tipsy travelers to ride home by scanning empty Antarctica containers.

During the Carnival in Rio de Janeiro, the high consumption of alcoholic drinks is the main responsible factor for the increase in traffic accidents. Drunk drivers are directly involved in the increase of 50% of fatal accidents during this time of the year. To combat this, Antarctica, the most consumed beer brand and sponsor of the event, wanted to ensure consumers arrive safely at home after drinking. So, they developed The Beer Turnstile. A new underground turnstile for which the ticket was an empty Antarctica beer can. Via optical reading, the can was scanned and the passage freed. The person just needed to save the last beer can and use it to get home safely.

At a subway station near the areas where street carnival groups gathered, Antarctica set up turnstiles that would accept empty beer cans instead of subway tickets. Optical reading recognizes the empty beer can and allows the party-goer to access the subway. The beer cans collected were donated to a recycling organization. According to the video campaign, the Beer Turnstile received an average of a thousand people an hour and the number of drunk drivers caught went down by 43 percent.

Why Am I Curious?

Because this is such a smart way to use your product and the brand to change behaviors in a seemingly less direct way. It is less about directly trying to change behavior of the consumer towards product purchase but more about using the product to cause a positive change all around – less accidents and more recycling. Nothing in that macro goal is about the brand and it is all achieved thanks to the brand and it does not get better than that in my opinion.


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